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The structure of sustainability research in marketing, 1958–2008: a basis for future research opportunities

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Abstract

Recent changes in the business environment have prompted marketing scholars to pay particular attention to sustainability as a topic of inquiry. Despite the progress made in the study of sustainability, there is a paucity of research on the topic in premier marketing journals. To address this issue, we focus on marketing-related journals and assess the intellectual structure of sustainability research in detail. Drawing on social network theory, we perform an extensive co-citation analysis using multidimensional scaling to examine 76,342 citations made in 1,320 sustainability-focused articles from 36 journals over 51 years (1958–2008). This study specifies that the topics of citizenship behavior, stakeholder theory, corporate performance, and the triple bottom line are integral sustainability research areas. In addition, the results indicate five required topics for examining sustainability in the marketing context: external-internal focus, social-environmental emphasis, legal-ethical-discretionary intent, marketing assets, and financial performance. Supported by the capabilities-based resource perspective, the sustainability-focused typology and framework advanced provide directed structure for future research.

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Acknowledgements

The authors would like to thank the editor and reviewers for their insightful and constructive comments, David Cohen for his tireless coding efforts, and Anne Hoekman for her copy-editing suggestions.

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  1. Management and Marketing Department, The University of Tulsa, The Collins College of Business, 800 S. Tucker Dr., Tulsa, OK, 74104, USA

    Brian R. Chabowski

  2. Department of Marketing, The University of Mississippi, School of Business Administration, University, MS, 38677, USA

    Jeannette A. Mena

  3. Marketing, Strategy, and International Business Department, University of Colorado at Colorado Springs, College of Business and Administration, 1420 Austin Bluffs Pkwy, Colorado Springs, CO, 80918, USA

    Tracy L. Gonzalez-Padron

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Chabowski, B.R., Mena, J.A. & Gonzalez-Padron, T.L. The structure of sustainability research in marketing, 1958–2008: a basis for future research opportunities. J. of the Acad. Mark. Sci. 39, 55–70 (2011). https://doi.org/10.1007/s11747-010-0212-7

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