Incorporating Sustainability into the 7ps of Marketing: An Empirical Study
Author : Dr. A Sree Lakshmi
Abstract :
The increasing importance of environmental sustainability has transformed traditional marketing practices into a more responsible and value-driven approach. This study examines the integration of sustainability into the marketing mix by extending the traditional 4Ps to 7Ps. It uses primary data collected from 100 respondents to analyze consumer awareness, preferences, and behavioral responses toward sustainable marketing practices. The study also reviews existing literature to identify trends and research gaps. The findings reveal that sustainability significantly influences consumer satisfaction, purchase intention, and brand loyalty. The study concludes that businesses adopting sustainable marketing strategies across all 7Ps gain a competitive advantage and long-term profitability.
Keywords :
Advertising Strategies, Customer Satisfaction, Buying Preferences.
