| dc.description.abstract | There is an enhanced awareness among the firms regarding the impact of their
marketing and business activities on the environment and society largely due to
consumer education, the role of activists and aftermath of some disasters. The firms
have started to look at these issues in a more holistic manner which is evident from
the sustainability practices undertaken by them. In spite of such efforts, their
outcomes regarding sustainability efforts are not in line with the expectations,
raising the bigger question whether the firms are displaying and enacting right set
of behavior towards sustainability. In view of this background, this paper explores
the multifaceted behavioral dimension along with its drivers that contribute towards
sustainability in a firm. It also endeavours to develop a measure of sustainability for
the firms by including behaviour at the firm level as an additional dimension apart
from the economy, social and environmental dimension from triple bottom line
perspective. The paper also proposes the relationship between sustainability of the
firms and performance metrics including marketing metrics. This paper aims to
delineate directions for marketers and policy makers with regard to sustainability
marketing. | en_US |
