Abstract
Companies should ensure environmental sustainability and promote sustainable marketing in their business actions. The objective of the study is to analyze environmental sustainability and sustainable marketing and business actions in the promotion of sustainable marketing. The methodology adopted is a conceptual analysis of environmental sustainability, sustainable marketing, and business actions towards promotion of sustainable marketing. Various sustainable marketing principles including consumer-oriented marketing, customer value marketing, innovative marketing, sense-of-mission marketing, and societal marketing are discussed. Companies have roles and responsibilities towards promotion of sustainable marketing. They adopt different initiatives and strategies for promotion of sustainable marketing. The discussions will help academicians and practicing managers understand their roles and responsibilities towards environmental sustainability and sustainable marketing. Companies may incorporate sustainable marketing in their processes to achieve business excellence in the long run.
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