Shaping a more sustainable future: navigating sustainable marketing theories & practices in a rapidly evolving market environment

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Introduction

Sustainability has become a critical aspect of modern marketing strategies, influencing consumer preferences, brand image, differentiation, regulatory compliance, cost reduction, and long-term viability (Gleim, 2023). In fact, marketing plays a crucial role in promoting the UN SDGs by raising awareness, aligning business practices, driving innovation, fostering collaboration, influencing consumer behavior, enhancing accountability, and capitalizing on market opportunities that contribute to sustainable development (Kemper & Ballantine, 2019). The integration of the SDGs into marketing strategies enables organizations to create value for their stakeholders and contribute to a sustainable future.  This is primarily because it simultaneously advances environmental preservation and economic interests through the creation and promotion of socially acceptable and ecologically compatible products and services (Lloveras et al., 2022). However, as marketers strive to reconcile imperatives of economic growth and sustainability (Lloveras & Quinn, 2017), contradictions and conflicts may arise (Jones, Clarke-Hill, Comfort, & Hillier, 2008; Peattie & Peattie, 2009; Sandberg & Polsa, 2015).

Undoubtedly, there is an increasing urgency for sustainable marketing strategies amid mounting environmental concerns and shifting consumer preferences. Recent global events, such as climate change impacts, corporate sustainability scandals, and regulatory shifts emphasize the critical need for innovative approaches to marketing that prioritize sustainability. Sustainability marketing is understudied (McDonagh & Prothero, 2014; Purani, Sahadev, & Kumar, 2014), with only 2% of articles in 10 of the most highly ranked marketing journals focused on sustainability (Purani et al. 2014). There is also a diversity of definitions of sustainability (and sustainable) marketing, ranging from environmental (Fuller, 1999) to holistic conceptions (e.g. Belz, 2005; Belz & Peattie, 2009; van Dam & Apeldoorn, 1996).  The diversity of sustainability marketing definitions (Andreea, 2015) demonstrates the ambiguity regarding its nature and highlights its complexity (Hopwood et al., 2005; Sidiropoulos, 2014). Conceptualizing sustainability in a marketing context appears to also be challenging and McDonagh and Prothero (2014) stipulate that future research should focus on this direction. Interestingly, sustainability marketing has been explored from multiple perspectives and the sustainability research within the marketing literature appears to be broad in scope and context (Chabowski, Mena, & Gonzalez-Padron, 2011; Kilbourne & Beckmann, 1998; Kumar, Rahman, & Kazmi, 2013; Leonidou & Leonidou, 2011). Therefore, this is another direction that can be explored.

This special issue will advance the field of sustainable marketing by introducing and refining innovative theoretical frameworks tailored to a dynamic market environment. It will enable us to provide actionable insights for practitioners by presenting fresh empirical evidence on evolving consumer behaviors, the issue will highlight new trends and sustainability drivers. It will explore the latest technological advancements and their applications, offering novel solutions to marketing challenges. Additionally, this issue will feature new research on the impact of sustainability marketing initiatives and examine recent policy developments shaping sustainable marketing. The analysis of specific global case studies will demonstrate successful sustainability integration, providing replicable models. An interdisciplinary approach will integrate insights from marketing, environmental science, and economics, fostering a broader and more comprehensive understanding. Finally, the issue will identify and analyze future trends, equipping businesses and academics with the foresight to anticipate and prepare for market changes, ensuring practical applicability of the research.                                                                                                                     

List of topic areas

1. Challenges and Opportunities of implementing sustainable marketing in different industries.
2. The impact of sustainable marketing on consumer behaviour
3. Integrating sustainability in B2B Marketing
4. The importance of authenticity and transparency in sustainability marketing
5. AI and sustainable marketing strategies
6. Sustainability Marketing and consumer behaviour of different generation groups

Submissions Information

Submissions are made using ScholarOne Manuscripts. Registration and access are available at: https://mc.manuscriptcentral.com/comprev

Author guidelines must be strictly followed. Please see: https://www.emeraldgrouppublishing.com/journal/cr#jlp_author_guidelines

Authors should select (from the drop-down menu) the special issue title at the appropriate step in the submission process, i.e. in response to “Please select the issue you are submitting to”. 

Submitted articles must not have been previously published, nor should they be under consideration for publication anywhere else, while under review for this journal.

Key deadlines               

Opening date for manuscripts submissions: 1 October 2025
Closing date for manuscripts submission: 1 February 2026