Call for papers Vol2Call for Papers – Volume 2 of Marketing Horizons Theme: Sustainable Marketing: Achieving the Transformation of Practices and Behaviors The journal Marketing Horizons invites researchers, professionals, and marketing practitioners to submit their contributions for the its second volume, focused on the theme: Sustainable Marketing: Achieving the Transformation of Practices and Behaviors. This theme is highly relevant, as for several years now, the planet has been experiencing natural upheavals at an alarming rate. Environmental pollution continues to worsen day by day, and natural resources are being progressively depleted at a worrying pace. This dramatic escalation reflects profound changes in our planet, with human activity being largely responsible. In the face of the growing manifestations of climate change and environmental issues, sustainable development is of paramount importance, as it can mitigate negative impacts and ensure a viable future by taking into account planetary limits and the needs of future generations. Since the early 2000s, there has been a growing awareness and willingness to adopt a sustainable marketing approach (Kotler, 2011). This approach advocates integrating ecological imperatives at the core of corporate strategic orientations (Martin & Schouten, 2014; Kim et al., 2023). It is based on the idea that marketing can be used to develop and promote market and consumption models that take environmental and social issues into account (Volle & Schouten, 2022; Dekhili et al., 2023). On an operational level, sustainable marketing encourages eco-innovation, extends product lifespans, ensures fair pricing, fosters responsible communication, and promotes sustainable distribution throughout the value chain (Dekhili et al., 2021). The benefits of sustainable marketing for society, businesses, and individuals—as well as its ability to counter opportunistic practices—are undeniable. However, several obstacles to its development remain. These include consumer distrust of green communication, the variable effectiveness of eco-labels, and the high prices of organic and eco-friendly products (Dekhili et al., 2023). Furthermore, with recent technological advances, new challenges and opportunities are influencing both managerial practices and consumer behaviors in this field (Ertz et al., 2021). The objective of this second volume is therefore to provide an overview of research in the field of sustainable marketing, analyze the changes affecting both consumer behavior and corporate strategies, and identify the barriers and catalysts of the ecological transition. We encourage researchers to submit articles exploring conceptual, empirical, or methodological aspects of sustainable marketing in its broadest sense. Special attention will be given to research on the effective integration of sustainability at societal and organizational levels, as well as the role of recent technologies—such as digital technologies and artificial intelligence—in the success of sustainable marketing initiatives. By way of example, the following questions may be addressed:
Submission guidelines
Submission deadline: 30/11/2025
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