IMPLEMENTING SUSTAINABLE MARKETING THROUGH INTEGRATION OF EMPLOYEES, CUSTOMERS AND TECHNOLOGY

Abstract

Green marketing is the procedure of promoting goods and services produced on
environmental benefits. Similarly, sustainable marketing is selling and promotion
environmental friendly and socially responsible goods and services which is the need of
today. Since last decade, the businesses have started selling and promoting eco-friendly
products to save environment, resources, and society. This paper will study the role of
employees, customers, and technology for sustainable marketing. It will also identify the
contribution of each elements in sustainable marketing. The convenience sampling technique
was used to collected responses from 386 respondents of Ludhiana City. The respondents
were the customers, employees and owners of departmental stores and malls. The finds
shows that technology is the most important contribution of sustainable marketing whereas
the role of employees are minimum. The SPSS AMOS 23 version software is used for data
analysis and testing of model fit.