Critically analyzing the Influences of Sustainable Marketing on Enhancing the Ability to Meet the Future Generations’ Need: A Case Study on Unilever, UK

Harvard, 2500 Words

Table of Contents

  1. Introduction

1.2 Rational of this study

1.2 Research aim

1.3 Research objective

1.4 Research questions

  1. Literature Review

2.1 Sustainable marketing

2.2 Sustainable marketing and Traditional marketing

2.3 Sustainable marketing strategies

2.4 Sustainable marketing mix

2.5 Sustainable consumer behavior

2.6 Assessing future generation’s needs

2.7 Conceptual framework

  1. Research Design and Methodology

3.1 Types of investigation

3.2 Data collection method

3.3 Sampling method

3.4 Accessibility issues

3.5 Ethical Issues

3.6 Data analysis plan

3.7 Research limitations

3.8 Research Time Frame







1.   Introduction

The business world is becoming more focused on the social, environmental degradation and healthcare issues. In many businesses the ethical issues and social corporate responsibility issues are given as much priority as the core business strategy. Social marketing promotes developing products and services that are environment friendly and ensures utilization of society’s resources. This involves a long term vision of a better future for the next generations. However, sustainable marketing is not about the good looking social and environmental friendly approaches (Martin and Schouten, 2012). Sustainable marketing is more about substantive and realistic approaches to identify consumers’ value, purchasing behavior toward sustainability and acquiring as well as developing knowledge for sustainable marketing.

Recently investing in the sustainable marketing has become crucial for both business and the indented customers. Major companies are spending a lot to develop sustainable business model promoting sustainable products. So as a market leader, Unilever should consider its position in developing the sustainable marketing and to what extent this outcome will fulfill the long term vision of preserving a better future for the upcoming generation (Gsi-alliance.org, 2015).