Environmental and Social Sustainability: A Consumer Cultural Identity Perspective in the Global-Local Marketplace

Abstract

With the 2023 The Sustainable Development Goals Report confirming that the world is far from reaching the established sustainability goals for 2030, we focus this commentary on environmental and social sustainability from the perspective of consumer cultural identity and branding within a global-local marketplace. Our attention is on the firm (multinational and local) and its brand (global or local) as a viable business entity with economic sustainability, that is also engaged with environmental sustainability and social sustainability. We offer substantive questions to guide research around the complexities of corporate sustainability, global and local company/brand actions, and consumer cultural identity.

Keywords

• cultural identity
• international marketing
• environmental sustainability
• social sustainability
• sustainable brand management