In addition to this, according to sustainability principles there is need to conserve the resources and

to consume less, while on the other hand, the principle of marketing says to sell more, which means
more production, hence more consumption of resources (Jones et al., 2008).

if someone finds solution for one problem then other problem arises. Same is the case with
sustainability marketing strategies i.e., if someone finds solutions for one environmental or social
problem which is economically profitable, then a new set of problems also can arise out of that and
this cycle goes on and on (Charter et al., 2006)

t marketing currently has a secondary, rather than a primary, role in driving sustainability agendas
within many companies

t marketing currently has a secondary, rather than a primary, role in driving sustainability agendas
within many companies

the role of marketing in understanding and changing consumer behaviour and more generally in
influencing attitudes and beliefs. As such marketing can be seen to recognize the key role of
consumers as decision makers in moving towards sustainability

In their seminal work, Garcia-Rosell and Moisander (2008) present three different approaches to
ethics for sustainability: consequentialism, deontology, and virtue ethics

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