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Zuhri Zuhri, Zuhri
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Journal : Devotion: Journal of Research and Community Service

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Sustainability Marketing: Marketing Concepts in the Era of Sustainability Somad, Abdul; Fatmawati, Fatmawati; Budhisusetyo , Amang; Zuhri, Zuhri
Devotion : Journal of Research and Community Service Vol. 6 No. 9 (2025): Devotion: Journal of Community Research
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/devotion.v6i9.25500

Abstract

The conceptual issue of sustainable marketing is still a challenge, although this topic is increasingly discussed in the marketing literature. Terms such as sustainability marketing, sustainable marketing, and green marketing are often used interchangeably, causing confusion among academics and practitioners alike. This research aims to clarify the concept of sustainable marketing through discourse analysis of leading articles while identifying various approaches in its application. The research method used discourse analysis on 166 selected articles from the Scopus database which included the most influential publications. The analysis was carried out by categorizing theoretical and practical perspectives based on the framework of Hopwood et al. (2005). The findings of the study reveal three main approaches: Auxiliary Sustainability Marketing (ASM) which focuses on refining conventional marketing practices, Reformative Sustainability Marketing (RSM) which drives sustainable lifestyle changes, and Transformative Sustainability Marketing (TSM) which demands systemic transformation in social and economic institutions. This research makes an important contribution by presenting a clearer conceptual foundation for the development of sustainable marketing theory. For practitioners, the results of the research can be a guide in choosing an approach that is in accordance with the organization's sustainability goals. Going forward, further research is needed to test the effectiveness of each approach in a variety of different business contexts.
Co-Authors Abdul Somad, Abdul Adellia, Juwita Adnan, Mustika Aulia Afriani, Gusma Ahmat Josi Ahyunadi, Ahyunadi Almastoni, Almastoni Amzana, Nurus Anh, Nguyen Thi Lan Ariesa, Yeni Budhisusetyo , Amang Darimus Darimus, Darimus Edi Winata Elfis Suanto Elnovreny, Jane Faizah Faizah Fajrillah, Fajrillah Fatmawati, Fatmawati Fitrah Sari Wahyuni Gunawan, Aryo Ageng Hadiwinarto Hadiwinarto Hidayat Hidayat Intan Aulia Syahputri Irwan Irwan Irwan Irwan Juli Meliza Khairani, Putri Kholifatul Hasanah, Septi Liwanda, Regina Lubis, Ayang Ratu Nita Marpaung, Fenny Krisna Mazaly, Muhammad Rizky Muhammad Rizky Mazaly Mukmin, Agus Munir, Muhamad Misbahul Muslih Hidayat Nastia, Nanda Perangin-Angin, Arsip Purwandari, Elce Putra, Bramana Nanditya Regina Liwanda Riyoko, Budi Rizki, M. Salam, Salam Sarini Vita Dewi Sidhiq Andriyanto Sihotang , Siti Fatimah Sihotang, Siti Fatimah Siti Fatimah Sihotang Sumaryati Sumaryati Surya Wibawa, Surya Susda Heleni Syamsiar, Syamsiar Tartiyoso, Seget Tarwiyah, Tarwiyah Wismanto Wismanto Yahya, Padli Pawaid Yanti Sri Rejeki ZHAFIRA, ATIQAH