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Advancing Sustainable Development through SME Engagement: An Empirical Approach
Type
Supervisor
Date
2025-10-01
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Abstract
This study contributes to the business field by operationalizing the components of sustainable
marketing and examining their application in SMEs. This study addresses a gap in the literature by
conducting a comparative, cross-cultural analysis of sustainable marketing practices in B2B and B2C
firms. The focus is on Pakistan, China, and Malaysia, each representing different socio-economic
development tiers. Adopting a quantitative research design, data were collected through structured
questionnaires from selected organizations in these countries. The findings reveal a consistently
positive relationship between sustainable products and sustainable processes. This study also
highlights the growing awareness among Pakistani manufacturers regarding sustainable pricing. It also
confirms that Chinese consumers are more willing to pay a premium for eco-friendly products.
Sustainable distribution practices are emerging in all the three countries, reflecting a shift toward green
brands. A key contribution of this study is the development of a conceptual framework based on the
5Ps of the sustainable marketing mix. These findings highlight the growing influence of social and
environmental awareness in business strategies and consumer behaviour in Asian markets. This study
is offering valuable insights for academia and practice.
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Attribution-NonCommercial-NoDerivatives 4.0 International