Convergence Between Marketing and Sustainability

Challenges of an Apparently Antagonical Relationship

Abstract

In companies, sustainability within the scope of marketing activities presents itself as a differential in the competitive market. Green marketing combined with social responsibility actions allows meeting consumer expectations with less environmental impact. The research method is exploratory with a qualitative approach. The convergence between marketing and sustainability enables companies to communicate their sustainable practices to stakeholders. Environmental pressures as a reflection of population growth combined with excessive consumption and the competitive advantage obtained with sustainable practices are factors that motivate companies to review their actions by integrating environmental issues. It is concluded that green marketing guides the development of environmentally responsible products with tangible benefits, as well as consumer behavior to achieve competitive advantage.