Designing a model of obstacles to the implementation of sustainable marketing in the conditions of complexity and economic recession

hossein rahimi kolour; marzieh azarbayejani

doi:10.71818/ecj.2026.1060455

November 17, 2022Financial Economics فصلنامه اقتصاد مالیOpen Access

Designing a model of obstacles to the implementation of sustainable marketing in the conditions of complexity and economic recession

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Key Points

The aim is to design a model outlining the barriers to implementing sustainable marketing under economic recession and complexity.
Utilized a grounded theory approach for research design
Conducted semi-structured deep interviews with 13 experts for data collection
Analyzed data to develop a model with five key categories of barriers.
Identified five key barriers to sustainable marketing: environmental indifference, lack of technological intelligence, inadequate communication, neglect of social and green marketing, and underutilization of internal and external knowledge.
The model highlights these barriers to assist organizations in overcoming challenges to sustainable marketing.
Findings indicate that addressing these barriers may lead to enhanced performance and competitive advantage.

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Implication

Model identifies barriers to sustainable marketing implementation in complex economic conditions, suggesting pathways for organizations to enhance sustainability efforts.

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kolour et al. (2022) studied this question.

synapsesocial.com/papers/6a2269a2763171746d548316 https://doi.org/10.71818/ecj.2026.1060455

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Designing a model of obstacles to the implementation of sustainable marketing in the conditions of complexity and economic recession

Key Points

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Implication

Abstract

Discussion

Cite This Study

Designing a model of obstacles to the implementation of sustainable marketing in the conditions of complexity and economic recession

Key Points

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Implication

Abstract

Discussion

Cite This Study

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