Sustainable Marketing Approaches for the Rubber Industry

Abstract

Rubber industry is unique because it has four major environments; environmental, economical and social issues must be addressed for the sustainable marketing strategies. It further examines the relevant strategies that fit responsibility for ecological concern to the competitive market strategies. Information includes best practices in sourcing and supply chain management, circular economy and environmental sustainable promotion of rubber products. Moreover there are still aspects such as stakeholder involvement, green accreditation and clear message to the consumer that should be identified and developed to boost customers confidence and customer associations. Much importance is accorded to minimization of the output of greenhouse gases and generation of value by incorporating new designs in products as well as management of the lifecycle of the product. The results express the concept of sustainable marketing as achieving both global environmental issues solutions and substantial long term revenues and competitive advantage in the rubber industry. When sustainability goals of the rubber industry are aligned with the consumer pull, the industry can manage the existing and emerging regulatory forces and support systemic sustainable roles in a highly competitive market structure.