What does this research mean for the field?

The implementation of 'blue marketing' strategies bridges the gap between blue economy principles and current extractive business practices by reorienting consumption behaviors, redefining corporate value propositions, and strengthening stakeholder collaboration for ocean sustainability. Novelty: ClaimNovelty.SYNTHESIS. Consensus alignment: ConsensusAlignment.ESTABLISHES_NEW_DIRECTION.

What question did this study set out to answer?

To bridge the gap between ocean conservation principles and corporate business practices by introducing and defining the theoretical construct of blue marketing.

September 3, 2026Corporate Social Responsibility and Environmental ManagementOpen Access

From Blue Economy to Blue Marketing : Linking Consumer Engagement and Corporate Strategy for Ocean Sustainability—Theoretical Foundations and Propositions

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Authors

MPM. Irene PreteUniversity of Salento AMAntonio Mileti DCDiego Gabriele Coppola

Discussion

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Implication

Systematic review uncovers the conceptual framework of blue marketing in marine commercial sectors, highlighting pathways to align consumer engagement with ocean sustainability.

Key Points

To bridge the gap between ocean conservation principles and corporate business practices by introducing and defining the theoretical construct of blue marketing.
Conducted a bibliometric analysis evaluating the intellectual structure of sustainable ocean commerce from supply- and demand-side perspectives.
Performed a systematic review synthesizing theoretical frameworks and strategic marketing implications across two distinct article datasets.
Formulated six theoretical propositions outlining the future function of marketing within the blue economy.
Defined blue marketing as strategies that foster responsible marine resource utilization by transforming consumer behavior, restructuring corporate value propositions, and enhancing multi-stakeholder collaboration.
Established six conceptual propositions addressing supply-demand mismatches to integrate marine ecological preservation directly into commercial marketing strategies.

Cite This Study

Prete et al. (2026) studied this question.

synapsesocial.com/papers/6a99353a636c6408cfa7d4df https://doi.org/10.1002/csr.70944

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Implication

Systematic review uncovers the conceptual framework of blue marketing in marine commercial sectors, highlighting pathways to align consumer engagement with ocean sustainability.

From Blue Economy to Blue Marketing : Linking Consumer Engagement and Corporate Strategy for Ocean Sustainability—Theoretical Foundations and Propositions

Discussion

Member takes

Implication

Key Points

Cite This Study

From Blue Economy to Blue Marketing : Linking Consumer Engagement and Corporate Strategy for Ocean Sustainability—Theoretical Foundations and Propositions

Discussion

Member takes

Implication

Key Points

Cite This Study

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