The Model of Sustainable Marketing as a Responsible Approach to Marketing in the Era of Industry 4.0

  • Marek SeretnyEmail author
  • Deepika Gaur
Conference paper
Part of the Advances in Science, Technology & Innovation book series (ASTI)


This paper presents an innovative scientific proposal on sustainability in marketing activities combined with the latest trends in psychological research. The analysis is supported by the previous literature, research, and scientific reflections of the authors and implies that in recent markets, the implementation of the sustainability theory underlying the Model of Sustainable Marketing (MSM) has a significant impact on business. This paper links the concept of sustainable marketing to the employees and consumers on one hand and authentic leadership on the other. This establishes a new framework linking the responsibility factor for developing a psychological capital. In addition, the implication of authentic leadership style gives a boost to the development of the psychological capital of employees and responsible consumers. This completes the model of sustainable development. The practical implication of the research lies in fusing the theory of psychological capital that emphasizes building self-efficacy and optimism, with sustainable marketing to enhance performance. The proposed concepts are worthy subject matters on which to conduct future research.


Sustainability Sustainable marketing Authentic leadership Psychological capital 


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Copyright information

© Springer Nature Switzerland AG 2020

Authors and Affiliations

  1. 1.American University in the EmiratesDubaiUAE

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