Sustainability in Marketing

Marketing 2026 Book chapter Open access

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Authors: Karl Moore, Niketh Pareek, Marie Parent, Misako Furuya
DOI: 10.4324/9781003656029-12
Cited by: 0

Abstract

This chapter focuses on the growing importance of sustainability, including material on green marketing and ethical branding. The reader is walked through how the concept of sustainability applies at each stage of the consumer journey and is provided with the core principles of sustainable marketing. The chapter also provides a case study on Patagonia, explores commitments such as net-zero and carbon neutral claims, and discusses the emergence of digital sustainability.

Fields of Study & Subjects

Environmental Sustainability in Business Corporate Social Responsibility and Sustainability Sustainable Supply Chain Management

Publication details

Journal / source
Marketing
Pages
252–269
Publication date
16 January 2026
Language
EN
Document type
Book chapter