The Structure of Sustainability Research in Marketing, 1958-2008: A Basis for Future Research Opportunities

Journal of the Academy of Marketing Science, Vol. 39, No. 1, Forthcoming

46 Pages Posted: 14 Sep 2010

See all articles by Brian R. Chabowski

Brian R. Chabowski

University of Tulsa

Jeannette A. Mena

University of Mississippi - School of Business Administration

Tracy Gonzalez-Padron

University of Colorado at Colorado Springs

Date Written: September 14, 2010

Abstract

Recent changes in the business environment have prompted marketing scholars to pay particular attention to sustainability as a topic of inquiry. Despite the progress made in the study of sustainability, there is a paucity of research on the topic in premier marketing journals. To address this issue, we focus on marketing-related journals and assess the intellectual structure of sustainability research in detail. Drawing on social network theory, we perform an extensive co-citation analysis using multidimensional scaling to examine 76,342 citations made in 1,320 sustainability-focused articles from 36 journals over 51 years (1958–2008). This study specifies that the topics of citizenship behavior, stakeholder theory, corporate performance, and the triple bottom line are integral sustainability research areas. In addition, the results indicate five required topics for examining sustainability in the marketing context: external-internal focus, social-environmental emphasis, legal-ethical-discretionary intent, marketing assets, and financial performance. Supported by the capabilities-based resource perspective, the sustainability-focused typology and framework advanced provide directed structure for future research.

Suggested Citation

Chabowski, Brian R. and Mena, Jeannette A. and Gonzalez-Padron, Tracy, The Structure of Sustainability Research in Marketing, 1958-2008: A Basis for Future Research Opportunities (September 14, 2010). Journal of the Academy of Marketing Science, Vol. 39, No. 1, Forthcoming. Available at SSRN: https://ssrn.com/abstract=1676559 or http://dx.doi.org/10.2139/ssrn.1676559

Brian R. Chabowski

University of Tulsa ( email )

600 South College
Tulsa, OK 74104
United States

Jeannette A. Mena (Contact Author)

University of Mississippi - School of Business Administration ( email )

PO Box 3986
Oxford, MS 38677
United States

Tracy Gonzalez-Padron

University of Colorado at Colorado Springs ( email )

1420 Austin Bluffs Parkway
Colorado Springs, CO 80918-7150
United States

HOME PAGE: http://business.uccs.edu/html/tracy_gonzalez-padron.html

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