Document Type

Journal Article

Publication Details

Gordon, R., Carrigan, M. & Hastings, G. (2011). A framework for sustainable marketing. Marketing Theory, 11 (2), 143-163.


This article examines how sustainable marketing could be achieved through the contribution ofthree existing marketing sub-disciplines; green marketing, social marketing and critical marketing.Green marketing facilitates the development and marketing of more sustainable products and serviceswhile introducing sustainability efforts into the core of the marketing process and businesspractice. Social marketing involves using the power of marketing to encourage sustainable behaviouramong individuals, businesses and decision makers while also assessing the impact of currentcommercial marketing of sustainability. This links into the critical marketing paradigm which entailsanalyses of marketing theory, principles and techniques using a critical theory based approach. Thisanalysis can help to guide regulation and control, development of marketing theory and practice,and to challenge the dominant institutions associated with marketing and the capitalist system,encouraging a marketing system in which sustainability is a key goal. The article concludes by offeringa framework for sustainable marketing and a way forward for how this might be achieved.