Marketing Communications for Sustainable Consumption: A Conceptual Framework

Abstract

Sustainability has become a global buzz word. Global business leaders are showing deep concerns about sustainable business practices in the light of growing emphasis on sustainable development. Consumers across the world are becoming gradually aware of the environmental impact of industrialization and realizing their role in contributing to the environment through responsible consumption of products. The companies adopting sustainability measures enjoy better credibility and image among all stakeholders including the consumers. Many business organizations are making efforts to create wider consumer awareness about consumption for sustainable development and sustainability marketing practices adopted by their organizations. Marketing communications techniques play a critical role in communicating with the consumers to influence their behaviour towards sustainable consumption. The present paper deals with analyzing marketing communication techniques adopted for promoting environment friendly or sustainable products and suggests a conceptual framework for communicating sustainability marketing practices adopted by business organizations.

Keywords: Sustainability, Marketing Communications, Sustainable Development

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