A Critical Literature Review: Sustainable Marketing by Zara

SUSTAINABLE MARKETING BY ZARA
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Table of Contents TOC \o "1-3" \h \z \u ‘Sustainable Marketing by Zara’ PAGEREF _Toc76842010 \h 21.Literature Review of Sustainability Marketing PAGEREF _Toc76842011 \h 21.1 Introduction to Sustainability in Businesses PAGEREF _Toc76842012 \h 21.2 Meaning of Sustainable Marketing PAGEREF _Toc76842013 \h 31.3 Integration of Sustainable Marketing with Marketing Mix PAGEREF _Toc76842014 \h 32.Analysis of Sustainability Marketing of ZARA PAGEREF _Toc76842015 \h 52.1 Introduction to the Brand and Products PAGEREF _Toc76842016 \h 52.2 Relevance of Green Marketing for ZARA PAGEREF _Toc76842017 \h 52.3 ZARA’s Approach to Sustainability Marketing PAGEREF _Toc76842018 \h 63.Recommendations to ZARA PAGEREF _Toc76842019 \h 8Reference List PAGEREF _Toc76842020 \h 10
Sustainable Marketing by Zara
1 Literature Review of Sustainability Marketing
1.1 Introduction to Sustainability in Businesses
Sustainability means a development that leads to sources, materials, and processes that satisfy societies' current and future needs (Kemper & Ballantine, 2019). In literature, the subject of "sustainability" has gained importance due to the rise in the global population and the subsequent number of challenges and issues faced by societies. The main challenges and issues include resource conservation, the environmental impact caused by business processes, and the social impact of each business. Each business uses some sources for the materials that it requires. These can be places where ingredients are produced or the suppliers. In either case, sourcing determines the sustainability intention of any company (Lim, 2016). Each sustainable business aims to have a minimum negative impact on the environment. Hence, sourcing shows how well a company takes on sustainability and whether or not the environmental impact of using the particular sources is considered.
Social impact is another factor in sustainability, explained in terms of a business's relationship and dealing with the people. If a business works for the well-being of the people and employees, it is attributed as a sustainable business. The argument taken by the literature is that businesses are requiring some form of "social licensing" to operate peacefully without any unnecessary challenges. A social license is like permission given by the people to the business to operate in a certain way, using specific natural resources (Villarino & Font, 2015). However, this permission, especially in the modern world, is getting challenged due to the rise in public awareness about the planet's deteriorating climate.
Corporate governance is also a part of sustainability practices that companies need to adopt. Corporate governance includes the company's ownership, board's size and structure, diversity, and the various rules and processes used by the board members to direct and manage the company. Governance is a critical element in realizing the sustainability targets and showing off the good values of the company (Thomas, 2018).
1.2 Meaning of Sustainable Marketing
Marketing is typically viewed as a set of activities that enable a company to sell more produc...