SUSTAINABLE MARKETING PRACTICES: EXAMINING THE NEXUS BETWEEN CONSUMER BEHAVIOR, CORPORATE RESPONSIBILITY, AND BALANCED ECONOMIC GROWTH
DOI:
https://doi.org/10.23918/Keywords:
Balanced Economic Growth; Corporate Social Responsibility; Sustainable Communication; Sustainable Consumer Behavior; Sustainable MarketingAbstract
In the context of rising environmental degradation and socioeconomic inequities, the concept of sustainability has acquired substantial popularity in a variety of fields, but has failed to integrate with economic growth, specifically marketing. To overcome this, the study is conducted with a scope to investigate sustainable marketing practices and their critical role in reconciling economic growth with environmental and societal responsibility, resulting in sustainable consumer behavior. The study uses a descriptive research design to understand consumer perceptions, attitudes, and behaviors, and the received data were analyzed, and SEM modelling was carried out with the help of SPSS and SmartPLS software. This paper aims to contribute to the process of understanding sustainable marketing and its role in accelerating the relationship between economic development, environmental preservation, and sustainable consumer behavior. Therefore, this research discusses some of the study's theoretical and managerial implications. The present study concluded that various marketing practices contribute significantly to building sustainable marketing practices that affect achieving balanced economic growth, environmental and social responsibility, and result in sustainable consumption behavior.
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