ABSTRACT
Purpose: The study explores how sustainability practices, both experienced and learned personally, are reflected through the commitment toward corporate sustainability initiatives of marketing professionals in the Sri Lankan corporate sector.
Research methodology/design: Due to the dearth of specific studies on learned sustainability practices that are reflected through professional practices, primary data were collected from professional marketers through qualitative approach stimulated with several projective techniques. The collected narratives were analyzed thematically.
Major findings: The study revealed that marketing professionals bring forward their personally experienced “social” practices to social sustainability initiatives at the corporate level. Personally adopted “economic sustainability” practices were not strongly reflected in their corporate sustainability initiatives. Further, the “environment” sustainability initiatives of their respective firms did not appear to be supported, neither by their childhood experiences nor by formal education of the marketers.
Research implications:- The findings of the current study provide insight for policymakers and practitioners, especially sustainability initiators at the corporate level. As marketers are the linking point between consumers and firms, a broader understanding and practice of sustainability initiatives which are grounded in their own personal practices would help marketers in not only strengthening their relationship with the consumers but also in being meaningfully involved with their sustainable initiatives. Further, the study highlights the need for a broader awareness of “environmental” sustainability at a personal level (education, socialization and training) and which would then be transformed into practice.
