Özet:

The definitions of sustainability are many, and according to Martin and Schouten (2012) “the capability of a system to maintain or repair itself perpetually” . The Brundtland Commission 1987, defines it, “In order for development to be sustainable, it must meet the needs of the present without compromising the ability of future generations to meet their own needs”. Martin D and Schouten .J (2012) define Sustainable Marketing as “the practice of creating, communicating and delivering value to customers in such a way that both natural and human capital are conserved or improved throughout”. Sustainable Marketing is constituted on three dimensions: Environmental, Social and Economic. Sustainable Marketing has two main objectives, firstly marketing in a sustainable manner which an inward looking function of the organization, which ensures all the processes are environmentally and socially benign. Secondly, Sustainable marketing means marketing sustainability which is outward function to help bring about a society in which striving for sustainability is the norm. This study, tries to find out sound sustainable marketing practices necessary for sustainable achievement. The purpose of selecting FMCG sector was they are the fourth largest contributor to our GDP. Their success, depend upon the changing business landscape and the challenges it offers. FMCG connect the supplier of raw materials, manufacturing, logistics, warehousing, retailers and customers .They link the entire value chain. Sustainable marketing practices can take place across all the activities of the value chain. The researcher through this study is attempting to find out, the perception of the FMCG business organizations. Are the FMCG sector organizations really concerned about the environmental, social and economic quality of the country? Do they feel that by implementing sustainable marketing will improve the competitive advantage of the organization? Do implementing sustainable marketing practices help in creating positive attitude for the organization in the minds of the consumers? An extensive literature review was done, to set three hypotheses. The primary data was collected through a structured questionnaire and semi structured interview with senior marketing professionals from the industry. Concurrent triangulation method was used to analyze the data and arrive at findings and conclusions .The hypotheses were tested by using parametric tests. The FMCG sector believes that in a resource strained planet sustainability and sustainable marketing practices is the only panacea for the planet to become sustainable. The organizations irrespective of their turnover had shown commitment towards sustainability. The organizations have shown voluntary initiatives and had been exemplary in their duty towards community development.

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