Summary

In recent years, the tension between marketing goals and the growing case for the sustainability agenda has risen. Some even argue that marketing and sustainability are antithetical to each other in the current Dominant Social Paradigm. That's not to say that there is a lack of research surrounding sustainability within the marketing field. Rather, there is an abundance of interest but a lack of structure, resulting in overlapping concepts, contradictory definitions and cutting-edge research that remains stuck in silos. The aim of this PhD project is to build structure into sustainability marketing by developing of a meta-theoretical framework through a review of reviews methodology. One of the outcomes of this project will be a mapping tool that can be utilised by various stakeholders and players within business, academia, institutions and communities to better understand approaches to sustainability and the resulting impact within the marketing field.