Article: Examination of multiple perspectives of sustainability in business Journal: Interdisciplinary Environmental Review (IER) 2019 Vol.20 No.1 pp.32 - 46 Abstract: Businesses are often misconceived as the antithesis of sustainability, despite the increasing emphasis given on sustainable practices by all stakeholders, namely, government, producers and consumers. Extant literature observes sustainability concerning each of the stakeholders through different lenses such as green marketing, eco-orientation and sustainable consumption. As a result, the meaning of the term 'sustainability' is often ambiguous and needs to be understood comprehensively. Examining the concept through the supply and demand perspective can bring forth more pragmatic insights related to sustainability in businesses. This umbrella review aims to study the varied perspective of sustainability concept and the underlying theories by taking a supply-demand perspective of producers and consumers. The study builds a thematic representation of the involved stakeholders surrounding the symbiotic relationship between sustainable consumption and green marketing concept. The observed drivers have immediate implications for marketing management in developing green marketing strategies. Inderscience Publishers - linking academia, business and industry through research

Title: Examination of multiple perspectives of sustainability in business

Authors: Balamurugan Annamalai; Pratyush Ranjan; Shabana Chandrasekaran; Raja R.R. Singareddy

Addresses: XLRI - Xavier School of Management, Circuit House Area, Jamshedpur 831001, India ' XLRI - Xavier School of Management, Circuit House Area, Jamshedpur 831001, India ' XLRI - Xavier School of Management, Circuit House Area, Jamshedpur 831001, India ' XLRI - Xavier School of Management, Circuit House Area, Jamshedpur 831001, India

Abstract: Businesses are often misconceived as the antithesis of sustainability, despite the increasing emphasis given on sustainable practices by all stakeholders, namely, government, producers and consumers. Extant literature observes sustainability concerning each of the stakeholders through different lenses such as green marketing, eco-orientation and sustainable consumption. As a result, the meaning of the term 'sustainability' is often ambiguous and needs to be understood comprehensively. Examining the concept through the supply and demand perspective can bring forth more pragmatic insights related to sustainability in businesses. This umbrella review aims to study the varied perspective of sustainability concept and the underlying theories by taking a supply-demand perspective of producers and consumers. The study builds a thematic representation of the involved stakeholders surrounding the symbiotic relationship between sustainable consumption and green marketing concept. The observed drivers have immediate implications for marketing management in developing green marketing strategies.

Keywords: demand; environmental marketing; government; green marketing; societal marketing; supply; sustainability; sustainable consumption; stakeholder theory; umbrella review.

DOI: 10.1504/IER.2019.098347

Interdisciplinary Environmental Review, 2019 Vol.20 No.1, pp.32 - 46

Received: 14 Aug 2018
Accepted: 12 Dec 2018
Published online: 14 Mar 2019 *

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Title: Examination of multiple perspectives of sustainability in business

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