Sustainability marketing research: past, present and future

This paper provides a synthesis and critical assessment of the sustainability marketing literature, from the period 1998-2013, building on a previous assessment from 1971 to 1998. It details research within major marketing journals and critically assesses this research in relation to the on-going co...

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Bibliographic Details
Published in:Journal of marketing management 2014-09, Vol.30 (11-12), p.1186-1219
Main Authors: McDonagh, Pierre, Prothero, Andrea
Format: Article
Language:English
Subjects:
critical marketing
literature review
Marketing
Relationship marketing
Studies
Sustainability
sustainability marketing
Sustainable development
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Summary:This paper provides a synthesis and critical assessment of the sustainability marketing literature, from the period 1998-2013, building on a previous assessment from 1971 to 1998. It details research within major marketing journals and critically assesses this research in relation to the on-going conversation which focuses on marketing's relationship with the natural environment. Differences in the content and depth of sustainability coverage in marketing journals are considered. Potential avenues for future sustainability marketing research are proposed, with a particular call for theoretical and managerial reflections which tackle broader systemic and institutional issues within the discipline.
ISSN:0267-257X
1472-1376
DOI:10.1080/0267257X.2014.943263