Sustainability marketing research: past, present and future

Pierre McDonagh, Andrea Prothero

Research output: Contribution to journalArticlepeer-review

208 Citations (SciVal)


This paper provides a synthesis and critical assessment of the sustainability marketing literature, from the period 1998-2013, building on a previous assessment from 1971 to 1998. It details research within major marketing journals and critically assesses this research in relation to the on-going conversation which focuses on marketing's relationship with the natural environment. Differences in the content and depth of sustainability coverage in marketing journals are considered. Potential avenues for future sustainability marketing research are proposed, with a particular call for theoretical and managerial reflections which tackle broader systemic and institutional issues within the discipline.
Original languageEnglish
Pages (from-to)1186-1219
Number of pages35
JournalJournal of Marketing Management
Issue number11-12
Early online date22 Aug 2014
Publication statusPublished - 22 Aug 2014


  • Sustainability
  • sustainability marketing
  • literature review
  • critical marketing


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