营销中的可持续性传播:文献综述

IF 1.3 Q3 BUSINESS
Luiza Dazzi Braga, Matheus Grage Tardin, Marcelo Gattermann Perin, Patricia Boaventura
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引用次数: 0

摘要

目的本研究旨在通过对现有文献的全面分析,探讨可持续传播(SC)在营销领域的基础和当前研究流派。此外,本研究还为可持续传播文献的未来贡献确定了前景广阔的领域、差距和指南。研究结果在营销领域,可持续消费的基础在于制度和利益相关者理论、企业社会责任(CSR)沟通及其有效性、绿色广告、道德消费主义和营销策略,以及促进可持续消费的社会营销。此外,分析还揭示了当前的四个核心主题:可持续发展报告、可持续发展广告、消费者反应以及促进可持续发展行为。 研究局限性/意义 本文在对现有研究进行全面评估的基础上,界定了可持续发展营销的基础和界限。社会意义本研究具有重要的社会意义,因为它加深了我们对市场营销中可持续消费的理解。它揭示了未知领域,帮助各行各业的决策者创造更加可持续的未来。从本质上讲,这项研究通过提高可持续发展意识和指导强调可持续发展价值的实践发展,丰富了社会。原创性/价值这项研究推进了以往有关营销领域可持续发展的文献综述,为研究人员深入研究营销领域可持续发展提供了路线图,促进了我们对组织向利益相关者有效传达其可持续发展战略的重要性的理解。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Sustainability communication in marketing: a literature review

Purpose

This study aims to explore the foundations and current research streams of sustainability communication (SC) within the marketing field through a comprehensive analysis of the existing literature. Furthermore, it identifies promising areas, gaps, and guides for future contributions in SC literature.

Design/methodology/approach

This study relies on a sample of 103 articles published in high-ranked marketing journals. Through co-citation and qualitative thematic analyses, it examines a network over the foundations and central themes in current literature.

Findings

In the marketing field, the foundations of SC rest on institutional and stakeholder theories, corporate social responsibility (CSR) communication and its effectiveness, green advertising, ethical consumerism and marketing strategies, and social marketing for sustainable consumption. Additionally, the analysis reveals four core current themes: reporting sustainability, sustainability advertising, consumer reactions, and promoting pro-sustainable behaviour.

Research limitations/implications

This paper defines the foundations and boundaries of SC in marketing based on a comprehensive evaluation of existing research. By doing so, it offers a valuable reference for future research, enabling scholars to understand better the past and current state of SC in marketing and to identify areas for further investigation.

Practical implications

Businesses and marketers can use the findings to develop more effective SC strategies and to focus on the main topics that require their attention.

Social implications

This research is of societal importance because it deepens our understanding of SC in marketing. It illuminates uncharted territory and helps decision-makers across sectors create a more sustainable future. In essence, this research enriches society by promoting sustainability awareness and guiding the development of practices that emphasize the value of SC.

Originality/value

This study advances previous literature reviews on SC in the marketing field by providing a roadmap for researchers to delve deeper and contribute to the field of SC in marketing, advancing our understanding of the importance of organizations effectively communicating their sustainability strategies to stakeholders.

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来源期刊
CiteScore
3.30
自引率
5.00%
发文量
22
审稿时长
30 weeks
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