• Dr. Romita Popli
• Dr. Reema Dehal

Sustainability has become a business value in the present day business world. Sustainable business practices are no more aspirational; they have become a compelling necessity for businesses to survive and thrive. Reflecting over the wellbeing of the environment and the society and weaving it in the business framework and strategies has become the call of the day. Businesses are morally obliged to revisit their actions and their impact on our planet and the life thereon. Sustainable marketing is a potent tool to put the business’ sustainability agenda into practice. Firms that are able to create value for people by implementing pro-planet actions are truly sustainable, for they will prosper and help leave a clean and healthy ecological legacy for the future generations.

Sustainable marketing, Sustainable value, Marketing ethics

"Sustainable Marketing: A Moral Imperative For A Beautiful Tomorrow", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 1, page no.f173-f177, January-2025, Available :http://www.jetir.org/papers/JETIR2501518.pdf

"Sustainable Marketing: A Moral Imperative For A Beautiful Tomorrow", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 1, page no. ppf173-f177, January-2025, Available at : http://www.jetir.org/papers/JETIR2501518.pdf