The Responsible Marketing Mix: Aligning the 4Ps with Sustainability Dimensions

This chapter explores the integration of environmental, social, and economic sustainability principles into the marketing mix, encompassing product, price, place, and promotion. The author emphasizes a holistic and incremental approach, offering practical insights for businesses seeking sustainable marketing strategies. The chapter highlights key findings, including the need for life cycle sustainability assessments in product development, the delicate balance required in sustainable pricing, the impact of distribution channels on sustainability, and the role of transparent and responsible messaging in promotions. The proposed “responsible marketing mix” serves as both a decision-making tool and an educational resource. By addressing a research gap and emphasizing manageable steps towards sustainability, this approach contributes to a nuanced understanding of sustainable marketing practices, making it accessible for businesses, and providing valuable insights for educators and researchers. The author advocates for a shift from unattainable goals to feasible and practical sustainable marketing, fostering positive impacts on the environment, society, and the economy.