Contribution of Green Marketing in Creating Sustainable Organization

Abstract

This paper reviews the relationship between green marketing and organizational sustainability. In order to achieve the review objectives, a systematic review of literature was conducted by using an archival method. This review process has used more than fifty research papers which are relevant to reviewed concepts. Findings of the review suggest that there are positive relationships among the green marketing and economic performance, green marketing and social performance and green marketing and environmental performance. Overall findings of the review suggest that green marketing has power to create organizational sustainability by equally contributes to economic, social and environmental performance. Finally, this review proposes a conceptual model which is useful to test and understand the relationships among the reviewed concepts empirically in the future.