Abstract
The purpose of the study is to present the conceptual framework for encouraging sustainable behavior among consumers. To propose this framework, an extensive review of marketing and sustainability literature was conducted. Based on a sustainable marketing framework and a stakeholder orientation, this study proposes that the role of key parties including upstream and downstream institutions should be emphasized to encourage sustainable behavior among consumers. Specifically, public policy makers, businesses, media and community, academics, non-governmental organizations and consumer themselves have to cooperatively create environments in which behavioral change contributing for sustainability could be achieved. Consequently, a framework and a way forward for how this might be accomplished is proposed. These insights could serve as a basis for theoretical and practical discussions in sustainability and marketing area. This analysis can help to challenge for the institutions associated in marketing systems in which sustainability is a primary objective.
Published Version
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