Sustainable marketing mix and supply chain integration: A systematic review and research agenda

Abstract

This study systematically reviews and synthesizes the extant academic literature on sustainable marketing mix through the lens of sustainable supply chain management. Following stringent inclusion/exclusion criteria for journal selection, this study reviews 972 research papers published through a qualitative systematic review and quantitative bibliometric analysis. It presents the top publication trends and overarching themes derived through bibliographic coupling. The analysis indicated that a sustainable supply chain is integral to the sustainable marketing mix. It is crucial to manage the various facets of the supply chain, such as enablers, barriers, and logistical practices, to contribute largely towards sustainable development goals. This is the pioneer study to uncover the components of a sustainable marketing mix and sustainable supply chain and integrate them into a conceptual framework to strengthen their theoretical roots. As emerging from the various thematic structures, this review provides insightful avenues for future research.

Keywords

• Sustainable marketing
• Sustainable supply chain
• Bibliometric analysis
• Systematic literature review