Inclusion of low-income consumers in global consumption dynamics: a socioeconomic framework for sustainable international marketing

Purpose Despite the growing interest in sustainable marketing over recent decades, research in this area remains limited relative to the needs and scope of the field, in supporting low-income consumers situated at the bottom of the pyramid across international markets. There is an inadequate knowledge of how marketers can precisely reflect on international low-income consumers' needs, to adapt market offerings to serve them profitably. Addressing this lack of research, we aim to develop a novel socioeconomic framework of sustainable international marketing to help marketers enhance low-income consumers' inclusion in global consumption dynamics. Design/methodology/approach Following the realist approach, a systematic literature review (1975–2025)was conducted, using Web of Science, on low-income consumers; equity, diversity and inclusion; and sustainable marketing, published in generalized and international marketing and business journals, to determine the implications of the reviewed literature for international marketing and low-income consumers. Findings The literature review suggests that both sustainability concerns and low-income consumers bring opportunities for international marketing. Findings present eight key socioeconomic constructs and fifty-two underlying factors to design a sustainable international marketing framework (Figure 1), reflecting on the values important to low-income consumers in cross-border markets. We have coined a novel matrix (Figure 2) to help international marketers implement our framework. Practical implications Considering the socioeconomic constructs of our framework are supported by extant empirical literature, the framework helps design sustainable international marketing strategies, which consider the needs of low-income consumers and their socioeconomic settings, whilst offering positive business outcomes. Social implications Our framework and matrix help to inform sustainable marketing strategies, which enable marketers to enhance low-income consumers' inclusion in global consumption dynamics, whilst generating profit responsibly in international markets. Originality/value Given the importance of low-income consumers across international markets and the scarcity of effective frameworks in extant research, we present an initial framework and matrix to pragmatically design sustainable international marketing strategies.