Exploring Sustainable Marketing Applicability in South Africa

Sustainable marketing needs to be promoted whereby socially and environmentally friendly products and services, practices, and brands need to be exhibited to society. This chapter aimed to explore the various versions of sustainable marketing and their applicability. The chapter also aims to input other relevant dimensions necessary for sustainable marketing to take place. A qualitative research design was utilized. Critical document review is employed in this study from scholarly articles from Google Scholar, and secondary data from companies. The findings in this study indicate that there have been market-driven marketing strategies that do not necessarily promote sustainable marketing where companies instead need to drive the market to greener marketing, buying, and consumption. The other finding is that relationship marketing needs to be factored in when applying sustainable marketing. Green marketing, social marketing, and critical marketing are essential interwoven sustainable marketing segments that are necessary for greener environment promotion. The implementation of the environmental performance evaluation model by companies is recommended in assisting in meeting long-term sustainable development goals (SDGs) such as SDG3 good health and well-being, SDG6 clean water and sanitation, SDG11 sustainable cities and communities, and SDG13 climate change.