Sustainability Marketing (SM) is an innovative as well as a provocative area of research in the 21st century owing to the intensified competitive pressure in the business environment. Sustainability is conceptualized to constitute economic, social and environmental dimensions. These are originally premised on the Triple Bottom Line (TBL) approach. The present study examines these elements by acknowledging the nexus between marketing and sustainability to reveal the antecedents and consequences pertaining to SM. This study investigates the feasibility of joint application of sustainability and marketing along with a blueprint of SM’s effect on corporate reputation (CR) and consumers’ purchase intentions (PI). Four hundred and forty respondents from North India were surveyed through email. Structural Equation Modelling (SEM) was employed to examine SM’s effect on CR and PI through sustainability advertising (SA). The study implies that if the practitioners believe in sustainability and want to reap the benefits of favourable CR, they must adopt SA strategies for positioning the firm’s sustainability efforts in the desired way.

由于商业环境中竞争压力的加剧，可持续营销 (SM) 是 21 世纪的一个创新和具有挑战性的研究领域。可持续性被概念化为构成经济、社会和环境维度。这些最初以三重底线 (TBL) 方法为前提。本研究通过承认营销和可持续性之间的联系来检验这些要素，以揭示与 SM 相关的前因和后果。本研究调查了可持续发展和营销联合应用的可行性，以及 SM 对企业声誉 (CR) 和消费者购买意愿 (PI) 影响的蓝图。通过电子邮件对来自北印度的 440 名受访者进行了调查。采用结构方程模型 (SEM) 来检查 SM 通过可持续性广告 (SA) 对 CR 和 PI 的影响。该研究表明，如果从业者相信可持续性并希望从有利的 CR 中获益，他们必须采用 SA 策略以期望的方式定位公司的可持续性努力。