A RESEARCH ON SUSTAINABILITY MARKETING

AUTHOR – JEMIMA HASAN, PGDM STUDENT AT GLOBAL INSTITUTE OF BUSINESS STUDIES (GIBS), BANGALORE

BEST CITATION – JEMIMA HASAN, A RESEARCH ON SUSTAINABILITY MARKETING, ILE MULTIDISCIPLINARY JOURNAL, 4 (1) OF 2025, PG. 392-402, APIS – 3920-0007 | ISSN – 2583-7230

Abstract

Sustainability marketing has become a critical focus for businesses aiming to balance profitability with environmental and social responsibility. This research explores the principles of sustainability marketing, its impact on consumer behavior, and the strategies businesses can adopt to align with sustainable development goals. The study also investigates key consumer attitudes, behaviors, and willingness to engage with sustainable brands.

Sustainability marketing embraces the triple bottom line approach—People, Planet, and Profit—focusing on environmental, social, and economic factors. The research shows that a significant portion of consumers are willing to pay a premium for eco-friendly products, and trust and transparency in sustainability claims are key drivers of consumer preference. Hypotheses tested in the study indicate that consumers are more likely to trust brands that communicate sustainability efforts transparently, that price sensitivity affects the willingness to purchase sustainable products, and that younger demographics (Gen Z and Millennials) are more inclined to support sustainable brands than older generations.

Results reveal that transparency and authenticity in sustainability claims are critical for building consumer trust. Additionally, while there is potential for premium pricing on sustainable products, challenges such as cost sensitivity and greenwashing remain. The research suggests that businesses should focus on clear communication, innovation, and community engagement to effectively align with consumer expectations and leverage sustainability as a competitive advantage.

This study emphasizes the growing importance of sustainability marketing in driving long-term business success and societal benefit.

Keywords – Sustainability marketing, environmental responsibility, consumer behaviour, eco-friendly products, sustainable development, triple bottom line, greenwashing, corporate accountability, environmental impact, supply chain sustainability, sustainable branding, customer loyalty, ethical marketing, green innovation, sustainable practices