SYNTHESIZING THE NEXUS BETWEEN SUSTAINABLE MARKETING MIX AND CONSUMER PURCHASING BEHAVIOUR IN THE EXTRACTIVE INDUSTRIES: A LITERATURE REVIEW

Abstract

Sustainable marketing is a subset of a diverse bodies of knowledge involved in propagating the imperative for businesses to have and maintain their competitive advantage while acknowledging the imperative for environmental and social sustainability. The popular assumption is that consumers are conscious of the environmental and social consequences of their consumption behaviour, however, this assumption may not be valid in developing economies. Although sustainable marketing mix and consumer awareness of sustainability practices, collectively influence consumer purchasing behaviour, there is a significant gap in the appreciation of sustainability knowledge and in the levels of adoption of sustainability practices across global spheres. This study, through synthesizing extant literature, establishes a thought coherence for future studies in developing countries.