Abstract:
Modern society is becoming increasingly aware of the necessity to behave in a
sustainable manner which resulted in higher expectations towards sustainable
practices of businesses. This is why the emergence of Marketing 3.0 concept which
takes a more sustainable approach towards marketing, received an increasing amount
of attention in the academic and practical world, where the contemporary consumers
are increasingly experiencing the effects of it.
Therefore, this research identified the various influences in the new marketing era on
the current demanded aspect of the organizations-the sustainability, in order to
provide a valuable literature basis for the impact of marketing 3.0 paradigm on
sustainable product development with the mediating role of consumer orientation. So,
this research aimed to present the origin, the definition of implementation conditions
and the identification of the benefits of the marketing 3.0 concept in managing the
sustainable product development of the businesses with reference to their consumers'
perspectives.
Here, it was confirmed the need to change the organizational current marketing
practices by concentrating on its consumers that require more collaboration by
focusing on cultural values and spirituality. Further, as the present consumers have
become very prosumer, their involvement in the production processes helps to
introduce new innovations in an effective manner, where the co-operations can
contribute to make this world into a better place (according to the concept of
sustainable development-sustainable product development). Hence, this approach of
marketing 3.0 and sustainable product development goes along with the preferences
of today's consumers, which allows the organizations to gain supportive stakeholder
groups that results as one of the competitive advantages of them. Thus, it will be a
great consequence that can be used to minimize the negative impact of potential risks
in the emerging market.
