According to Dekhili et al. (2021, pp. 21–22), “sustainable marketing is a proactive approach and a process (combining tools, indicators, objectives, and resources) that creates value in a combined and systematic way at three levels:
– Value for the company
– Value for the consumer
– Extended value (environmental and social value)
It is reflected in the integration of environmental and social issues at the core of the brand’s strategic vision by defining a purpose that goes beyond profit objectives and is rooted in the long term. It is implemented through the different dimensions of the marketing mix — product design, pricing, distribution, and communication.”
