Sustainability marketing

: a business perspective

Abstract

This internship report accounts for the experience I went through at Green Innovation Group which prompted me to gain interest in sustainability marketing. Sustainability in marketing has gained some traction over the years, but yet, we still remain uncertain how much is has integrated itself into daily business conduct. The internship report explains the history of sustainability marketing with the help of several journal articles. It accounts for its evolution from its beginning in the 1970’s up till the state-of-art. Throughout this extended research it became clear that the subject was mostly being highlighted at a consumer level. Consequently, the objective of the internship report was to understand how sustainability marketing is being utilized from a business perspective. It sought to identify how much of an emphasis industry professionals’ put into sustainability throughout their strategic marketing planning. By doing so, the internship report explored a variety of factors that come into question when industry professionals conduct marketing planning such as company culture, leadership, consumer and competitor effects, etc. Furthermore, the internship report states that the use of sustainability marketing will be highly increased in the coming years as demands and expectations rise.

Date of Award	18 Dec 2020
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Carla Ganito (Supervisor)