What is the meaning of the sustainable marketing and how does such an approach lead to better relationship with customers?
Sustainable marketing is the ability of an organization to develop over time in a way that safeguards and rejuvenates its resources by promoting environmental and socially responsible products, brand values, and practices. Also, it plays a driven value in that companies with sustainable business practices experience greater risk management, more innovation, and better financial performance. Also, it is said to be relationship marketing since it links the customers to the market, furthermore consumers prefer sustainable brands. Besides, consumer purchasing customs are determined by the prevailing environmental aspirations in the market thus bringing a better relationship between sustainable products and the customers.