The Impact of Sustainable Marketing on Employees Directly and Indirectly Through Brand Image and Environmental Awareness

Abstract

This thesis examines the impact of sustainable marketing practices on employees, focusing on both direct and indirect effects through brand image and environmental awareness within Islamabad and Rawalpindi, Pakistan. Sustainable marketing has emerged as a critical strategy for businesses seeking to align their objectives with global sustainability goals while maintaining competitive advantage. The study explores how sustainable marketing initiatives influence employee attitudes, behaviors, and engagement by fostering a positive brand image and enhancing environmental consciousness. The research employs a quantitative approach, to gather data from employees across diverse industries in the region. Utilizing frameworks such as Theory of Planned Behavior (TPB), Stakeholder Theory, Resource-Based View (RBV) and Corporate Social Responsibility (CSR), the study evaluates the relationships between sustainable marketing, employee satisfaction, brand perception, and environmental awareness. Statistical analysis and thematic coding are used to interpret findings, providing a comprehensive understanding of the interplay between sustainable marketing and employee dynamics. The findings indicate that sustainable marketing significantly impacts on employees by promoting a sense of purpose, enhancing job satisfaction, and encouraging pro-environmental behaviors. Furthermore, the study reveals that a strong brand image, built on sustainability principles, serves as a mediating factor, amplifying these effects. The research underscores the importance of integrating sustainable marketing into organizational strategies to achieve not only environmental and societal benefits but also to enhance employee morale and organizational commitment. This thesis contributes to the growing body of literature on sustainable marketing by offering actionable insights for organizations in Pakistan aiming to adopt sustainability-driven practices. It also highlights the role of employees as key stakeholders in achieving long-term sustainability goals, fostering an ecosystem where businesses and their workforce thrive together.