Sustainability marketing: The intersection of sustainability and marketing for a better world

This study aims to provide readers with a holistic perspective on sustainability marketing by evaluating the sustainability focus in marketing within the historical development process and with a critical eye. Different sustainability-based marketing approaches were examined comparatively, and the role of marketing in the sustainable development agenda was discussed. Thus, it contributed to the ongoing debate on whether sustainability and marketing are mutually inclusive or exclusive concepts. Although important marketing steps have been taken to address the world's sustainability problems, these are insufficient to produce comprehensive solutions. For this reason, the need for a transformative sustainability marketing approach and the factors that will enable and hinder this transformation are discussed