Title: Integrating employees, customers and technology to build an effective sustainable marketing strategy

Authors: Bijay Prasad Kushwaha; Gurleen Kaur; Navjit Singh; Ambu Sharma

Addresses: VIT Business School, Vellore Institute of Technology, Vellore, India ' Chandigarh University, Mohali, India ' University School of Business, Chandigarh University, Mohali, India ' GLA University, Mathura, India

Abstract: Primarily, green marketing concentrates on delivering value to existing and future prospects with special focus on impact of delivered product in the environment. Undoubtedly, sustainable marketing is an approach to build relationship with the existing and future customers, and it is one of the important aspects where marketers need to think at strategic level. Since the last decade, businesses have started selling and promoting eco-friendly products to save environment, resources, and society. This study examines the role of employees, customers, and technology for sustainable marketing. It will also identify the contribution of each element in sustainable marketing practices. The findings of this study show that technology is the most important contribution of sustainable marketing whereas the roles of employees are minimum. Employee's support and technological advancements improve several aspects of sustainable marketing approach. The implications of this study are discussed.

Keywords: sustainable marketing practices; green marketing; eco-friendly products; technological advancement.

DOI: 10.1504/IJSSOC.2022.127985

International Journal of Sustainable Society, 2022 Vol.14 No.4, pp.310 - 322

Received: 19 Jan 2021
Accepted: 05 Jan 2022
Published online: 03 Jan 2023 *

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