Cultural perceptions of sustainability marketing initiatives: insights from retail professionals in global shopping centers

In this study, we examined how cultural perceptions influence sustainability initiatives in the global retail sector. Retail professionals are positioned at a crucial intersection between culture and sustainability and thus offer unique insights into this phenomenon. We therefore explored the influence of cultural perspectives on sustainability marketing, as seen through the lens of 12 retail professionals and one global sustainability project leader who worked for a global retail chain that operates 47 shopping centers in different countries. The study's theoretical framework was built upon previous research, and we employed thematic analysis combined with an abductive approach. Our findings revealed that sustainability marketing was critically influenced by cultural perceptions, which varied substantially from one country to another. The importance placed on and implementation of sustainability in marketing management in the shopping centers thus differed significantly across the various cultural contexts. To enhance competitiveness, the retail professionals emphasized the need to avoid greenwashing and to differentiate their shopping centers from those of their competitors through unique sustainability marketing strategies. This study contributes to the existing literature by demonstrating that retail professionals' perceptions of the value of sustainability in shopping centers can generate a competitive advantage in different cultural environments. From a managerial standpoint, sustainability marketing should become a cornerstone of business strategy to mark a shift in mindset rather than a mere marketing option.