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Sustainable Marketing and Retailing: Demystifying the Emerging Themes and Future Research Directions
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Author(s): Vaibhav Sharma (O.P. Jindal Global University, India), Diptiman Banerji (O.P. Jindal Global University, India)and Victor Saha (O.P. Jindal Global University, India)
Copyright: 2023
Pages: 22
Source title:
Management and Marketing for Improved Retail Competitiveness and Performance
Source Author(s)/Editor(s): José Duarte Santos (Accounting and Business School, Polytechnic of Porto, Portugal), Inês Veiga Pereira (Accounting and Business School, Polytechnic of Porto, Portugal)and Paulo Botelho Pires (Centre for Organizational and Social Studies, Polytechnic of Porto, Portugal)
DOI: 10.4018/978-1-6684-8574-3.ch003
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Abstract
The 17 Sustainable Development Goals (SDGs) of the United Nations are the focus of researchers and practitioners worldwide. Despite the proliferation of studies on sustainability in marketing and retailing, the existing studies on the subject are fragmented. To address the key issues relating to ‘sustainable marketing' and ‘retailing', this study seeks to conduct a thematic analysis to decipher the essential themes in sustainable marketing and retailing research. This study has used the Scopus database and the biblioshiny platform in R Studio to ensure that the findings of this investigation are as rigorously scientific as possible. This study has also shown numerous co-occurrences of the keywords and their inferences to summarize and synthesize the area. The study's main conclusion states that sustainability in retailing depends upon the retailer's contribution through empowering sustainable consumption, such as through choice editing, implementing CSR, and promoting slow fashion culture. The future research scope and limitations of the study have also been discussed.
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