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Sustainable Marketing in Emerging Markets: How to Market Sustainable Products in Emerging Markets
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Author(s): Fainos Chokera (Midlands State University, Zimbabwe), Mudzimba Edward (Midlands State University, Zimbabwe), Mercy Dube (Midlands State University, Zimbabwe)and Delight Rufaro Hungwe (Midlands State University, Zimbabwe)
Copyright: 2023
Pages: 27
Source title:
Sustainable Marketing, Branding, and Reputation Management: Strategies for a Greener Future
Source Author(s)/Editor(s): Reason Masengu (Middle East College, Muscat, Oman), Stanilas Bigirimana (Africa University, Zimbabwe), Option Takunda Chiwaridzo (University of Science and Technology Beijing, Beijing, China), Ruzive Bensson (Modern College of Business and Science, Oman)and Christina Blossom (Middle East College, Oman)
DOI: 10.4018/979-8-3693-0019-0.ch006
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Abstract
This book chapter examined sustainable marketing orientation in developing countries focusing on how companies can navigate cultural regulatory differences with sustainable products and services. The chapter explored the sustainable marketing concept, driving factors for sustainable marketing in emerging markets, sustainable marketing mix strategies in developing countries, and showed how companies can navigate cultural and regulatory differences. Using the PRISMA approach, researchers reviewed peer-reviewed articles mainly from three databases, namely Scopus, Web of Science, and Google Scholar. Findings indicated that both external and internal factors account for sustainability orientation in developing countries. Furthermore, results indicated that most developing countries have weak sustainability regulatory frameworks. The chapter recommends national governments to enact laws that promote sustainable marketing.
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