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All Journal Teosofi: Jurnal Tasawuf dan Pemikiran Islam Jurnal Online Mahasiswa (JOM) Bidang Keguruan dan Ilmu Pendidikan Al-Jami'ah: Journal of Islamic Studies JOURNAL OF INFORMATICS AND COMPUTER SCIENCE Wahana Akademika: Jurnal Studi Islam dan Sosial Aqlam: Journal of Islam and Plurality Edukasi Islami: Jurnal Pendidikan Islam Jurnal Basicedu HIKMAH : JURNAL PENDIDIKAN AGAMA ISLAM JURNAL PENA EDUKASI MES: Journal of Mathematics Education and Science JOURNAL OF INFORMATICS AND COMPUTER SCIENCE Wahana Akademika: Jurnal Studi Islam dan Sosial Jurnal Kinerja Kependidikan (JKK) Devotion: Journal of Research and Community Service Absorbent Mind Al-MIKRAJ: Jurnal studi Islam dan Humaniora Jurnal Pembelajaran, Bimbingan, dan Pengelolaan Pendidikan Jurnal Basicedu IDARAH : Jurnal Pendidikan dan Kependidikan Global Education Journal Jurnal Inovasi Teknologi Terapan Cocos Bio ADM : Jurnal Abdi Dosen dan Mahasiswa Iklila: Jurnal Studi Islam dan Sosial Al-Idaroh Raudhah Proud To Be Professionals: Jurnal Tarbiyah Islamiyah Moderation: Journal of Islamic Studies Review Jurnal Kegiatan Pengabdian Mahasiswa (JKPM)
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 Adnan, Mustika Aulia Afriani, Gusma Ahmat Josi Ahyunadi, Ahyunadi Amzana, Nurus Anh, Nguyen Thi Lan Budhisusetyo , Amang Elfis Suanto Elnovreny, Jane Faizah Faizah Fatmawati, Fatmawati Fitrah Sari Wahyuni Gunawan, Aryo Ageng Hadiwinarto Hadiwinarto Heru Prasetyo Intan Aulia Syahputri Irwan Irwan Khairani, Putri Kholifatul Hasanah, Septi Liwanda, Regina Lubis, Ayang Ratu Nita Mazaly, Muhammad Rizky Muhammad Rizky Mazaly Mukmin, Agus Munir, Muhamad Misbahul Muslih Hidayat Perangin-Angin, Arsip Purwandari, Elce Putra, Bramana Nanditya Regina Liwanda Riyoko, Budi Rizki, M. Salam, Salam Sarini Vita Dewi Sidhiq Andriyanto Sihotang, Siti Fatimah Siti Fatimah Sihotang Sumaryati Sumaryati Susda Heleni Wismanto Wismanto Yahya, Padli Pawaid Yanti Sri Rejeki ZHAFIRA, ATIQAH