The role of cooperative marketing on accelerating sustainable development goals:

Empirical and theoretical review

Mesay Megersa *1, 2 Seid Mohamed3
1
Leather Product Design and Engineering Department, Ethiopian Institute of Textile and
Fashion Technology, Bahir Dar University, Bahir Dar, Ethiopia

2
Fashion Design Department, Wolkite University, Wolkite, Ethiopia

3
Ethiopian Institute of Textile and Fashion Technology, Bahir Dar University, Bahir Dar,
Ethiopia

*Corresponding to the author: Email; [email protected]

Abstract
This paper aims to provide provides both empirical evidence and theoretical insights to support
the argument that cooperative marketing can be a powerful tool for promoting and accelerating
sustainable development goals (SDGs). Cooperative marketing refers to collaborative marketing
efforts undertaken by multiple stakeholders, such as businesses, non-profits, governments, and
communities, to promote sustainable practices and address societal challenges. By examining
relevant theoretical perspectives and Empirical, this review highlights the potential of cooperative
marketing as a strategic approach to drive sustainable development and contribute to the SDGs.
The paper discusses key concepts, theoretical foundations, and potential mechanisms through
which cooperative marketing can enhance the attainment of the SDGs. The findings of this review
contribute to a deeper understanding of the role of cooperative marketing in advancing sustainable
development and provide insights for practitioners, policymakers, and researchers. Overall, the
paper underscores the importance of cooperative marketing in driving sustainable development
efforts and calls for further research and policy interventions to leverage its potential impact.

Keywords: Cooperative marketing, sustainable development goals, collaboration, stakeholders,

production practices, sustainable development, policy interventions
1. Introduction
Cooperative marketing is crucial in accelerating sustainable development goals by fostering
collaboration among various stakeholders, such as businesses, governments, and communities, to
achieve common objectives(Leal Filho et al., 2023). Marketing, as a key driver of consumer
behavior and business practices, plays a crucial role in advancing the SDGs (Bhattacharya and
Bose, 2023). Through cooperative marketing initiatives, organizations can pool resources, share
knowledge, and leverage each other's strengths to address environmental, social, and economic
challenges more effectively and sustainably. Empirical evidence suggests that cooperative
marketing can lead to positive outcomes for sustainable development. For instance, a study
(Coggins et al., 2022), found that cooperative marketing efforts among smallholder farmers in
developing countries resulted in increased access to markets, higher profits, and improved
livelihoods. Similarly, a study by (Odunaiya et al., 2024) demonstrated that cooperative marketing
activities in the renewable energy sector led to the adoption of cleaner technologies and reduced
carbon emissions. Theoretically, cooperative marketing is grounded in principles of collaboration,
mutual benefit, and shared responsibility. By working together towards common goals,
organizations can maximize their impact and create more sustainable outcomes for both the
environment and society. As outlined by (Lee, 2024). Cooperative marketing strategies such as co-
branding, joint promotions, and shared distribution channels can help organizations achieve
economies of scale, reduce costs, and reach new markets more efficiently.

The purpose of this review is to examine the role of cooperative marketing in accelerating the
achievement of Sustainable Development Goals (SDGs). The review will incorporate empirical
evidence and theoretical perspectives to provide a comprehensive understanding of how
cooperative marketing can contribute to sustainable development efforts. By analyzing existing
research, this review aims to shed light on the potential benefits, challenges, and strategies
associated with implementing cooperative marketing initiatives for achieving the SDGs.

2. Method of review
The review paper outlines key themes that focuses on the role of cooperative marketing on
accelerating sustainable development goals via Empirical and theoretical review. It uses latest
scholarly articles, case studies, and books from 2020-2024 years, to gather comprehensive
understanding. The selection process considers credibility, relevance, and alignment with the

1
review paper's objectives. The review will incorporate empirical evidence and theoretical
perspectives to provide a comprehensive understanding of how cooperative marketing can
contribute to sustainable development efforts. By analyzing existing research, this review aims to
shed light on the potential benefits, challenges, and strategies associated with implementing
cooperative marketing initiatives for achieving the SDGs.

3. Theoretical Frameworks
3.1 Triple Bottom Line Approach

The triple bottom line (TBL) approach suggests that businesses should consider social,
environmental, and economic factors in their decision-making processes. Marketing can contribute
to the TBL by promoting products and services that meet sustainability criteria, communicating
social and environmental benefits, and fostering responsible consumption. The triple bottom line
(TBL) approach is a framework that encourages businesses to consider the social, environmental,
and economic impacts of their operations (Yip et al., 2023). It recognizes that businesses have
responsibilities beyond financial performance and should strive for a balance between profit,
people, and planet. Marketing can play a crucial role in supporting the TBL approach by different
situation (AlKoliby et al., 2023). This includes:

Promoting Sustainable Products and Services: Marketing can highlight the social and
environmental benefits of products and services, encouraging consumers to make purchasing
decisions that align with sustainability principles (Ismail, 2023). By promoting sustainable
offerings, businesses can contribute to reducing negative environmental impacts, improving social
conditions, and driving positive change.

Communicating Social and Environmental Benefits: Effective marketing can effectively

communicate the social and environmental benefits of a company's products, services, and
operations to stakeholders, including consumers, employees, investors, and communities.
Transparent and authentic communication builds trust, enhances brand reputation, and encourages
stakeholders to support businesses that prioritize sustainability (AlKoliby et al., 2023).

Fostering Responsible Consumption: Marketing can play a vital role in educating consumers
about responsible consumption practices and encouraging them to make informed choices that
minimize negative impacts on society and the environment (Hosta and Zabkar, 2021). Through

2
promoting sustainable lifestyles, marketing can contribute to reducing waste, conserving
resources, and protecting ecosystems.

Engaging Stakeholders: Marketing can facilitate dialogue and engagement with stakeholders,
including employees, suppliers, customers, and communities, to understand their sustainability
concerns and incorporate their feedback into decision-making processes. Stakeholder engagement
enhances the credibility of a company's sustainability efforts and fosters a sense of shared
responsibility (Aksoy et al., 2022).

Measuring and Reporting TBL Performance: Marketing can assist in measuring and reporting
a company's TBL performance by collecting and analyzing data on social, environmental, and
economic impacts. Transparent reporting builds accountability and allows stakeholders to assess
a company's progress towards sustainability goals (Algburi et al., 2024).

By integrating the TBL approach into marketing strategies, businesses can demonstrate their
commitment to sustainability, differentiate themselves from competitors, and create long-term
value for all stakeholders. Marketing has the power to influence consumer behavior, drive positive
change, and contribute to a more sustainable future.

3.2 Stakeholder Theory

Stakeholder theory asserts that businesses should consider the interests of all relevant stakeholders,
including customers, employees, communities, and the environment. Marketing can engage
stakeholders by developing campaigns that address their concerns, promoting transparency, and
creating shared value (AG, 2012).

Stakeholder theory is a management and business ethics theory that emphasizes the importance of
identifying and managing the relationships between an organization and its stakeholders.
Stakeholders are individuals or groups who have a stake in the organization and can be affect by
its decisions and actions (Mahajan et al., 2023). In the context of marketing, stakeholder theory
suggests that businesses should consider the interests of all relevant stakeholders when making
decisions and developing strategies. This includes customers, employees, communities, and the
environment. By engaging stakeholders and understanding their needs and concerns, businesses
can build stronger relationships, enhance their reputation, and create shared value. According to
different paper related to theory of stake holder (Bridoux and Stoelhorst, 2022, Kortetmäki et al.,

3
2023, McGahan, 2023), there are some ways in which marketing can engage stakeholders and
promote stakeholder theory:

Developing Stakeholder-Focused Campaigns: Marketing can develop campaigns that

specifically address the concerns and interests of key stakeholders. For example, a company might
launch a campaign to educate consumers about the environmental benefits of its products or to
support a local community initiative.

Promoting Transparency: Transparent communication is essential for building trust and

credibility with stakeholders. Marketing can play a role in promoting transparency by providing
stakeholders with accurate and timely information about the company's operations, policies, and
performance.

Creating Shared Value: Marketing can help businesses create shared value by developing
products and services that meet the needs of stakeholders while also benefiting the company. For
example, a company might develop a product that reduces its environmental impact while also
providing cost savings for customers.

Engaging in Stakeholder Dialogue: Marketing can facilitate dialogue and engagement with
stakeholders to understand their perspectives and concerns.

By engaging stakeholders and considering their interests, marketing can help businesses build
stronger relationships, enhance their reputation, and create shared value. This can lead to improved
business performance, increased customer loyalty, and a more sustainable and responsible business
model.

4. Empirical Evidence
4.1 Sustainable Product Innovation

Numerous studies have demonstrated the positive impact of marketing in driving sustainable
product innovation. Companies that incorporate sustainability into their marketing strategies are
more likely to develop and promote eco-friendly products that align with the SDGs (Ismail, 2023).
Really, sustainable product innovation has gained significant attention in recent years, with many
companies recognizing the importance of incorporating sustainability into their business strategies.
Marketing plays a crucial role in driving sustainable product innovation by creating awareness,

4
shaping consumer preferences, and influencing companies' strategic decisions (Ambili, 2024).
Here are some ways in which marketing can foster sustainable product innovation:

Consumer Education: Marketing can raise awareness among consumers about the benefits of
sustainable products and the environmental impact of their choices. By educating consumers about
sustainability issues, companies can create a demand for eco-friendly products, encouraging
innovation in this area (King, 2022).

Market Research: Marketing research helps companies understand consumer needs and
preferences, including their desire for more sustainable products. By analyzing market trends and
conducting surveys and focus groups, companies can identify opportunities for sustainable product
innovation and develop offerings that align with consumer expectations (Schill and Flykt, 2023).

Branding and Positioning: Sustainable product innovation can be a key differentiator for
companies in the marketplace. Through effective branding and positioning strategies, companies
can communicate their commitment to sustainability, making it a core value of their brand. This
can attract environmentally conscious consumers and encourage further innovation in sustainable
product development (Hull et al., 2022).

Collaboration and Partnerships: Marketing can facilitate collaborations and partnerships with
suppliers, research institutions, and NGOs to drive sustainable product innovation. By working
together, companies can leverage shared expertise and resources to develop innovative solutions
that address sustainability challenges (Cassetta et al., 2023).

Consumer Engagement: Marketing strategies such as social media campaigns, influencer

marketing, and interactive platforms can engage consumers in sustainable discussions and create
a sense of community around eco-friendly products (Panopoulos et al., 2022). This engagement
can generate valuable feedback and insights that inform future product development and
innovation.

Market Incentives: Marketing can highlight the economic and social benefits of sustainable
products, showcasing their long-term value and cost savings (Vasilescu et al., 2023). By
demonstrating the positive impact of sustainable choices, companies can motivate consumers to
adopt eco-friendly products and accelerate the demand for sustainable product innovation.

5
Corporate Social Responsibility (CSR): Marketing can effectively communicate a company's
CSR initiatives and sustainable practices (Panopoulos et al., 2022). By integrating sustainability
into their marketing messages, companies can enhance their reputation and build trust with
consumers, driving further innovation in sustainable product development.

Incorporating sustainability into marketing strategies not only promotes sustainable product
innovation but also aligns with the United Nations Sustainable Development Goals (SDGs). By
actively considering the environmental, social, and economic impacts of their products, companies
can contribute to the advancement of the SDGs while meeting consumer demands for more
sustainable alternatives.

4.2 Consumer Behavior Change

Marketing can influence consumer behavior towards more sustainable choices. Research has
shown that effective marketing campaigns focused on sustainability can increase consumer
awareness, attitudes, and purchase intentions for sustainable products and services (Simanjuntak
et al., 2023, Majeed et al., 2022).

Consumer behavior change is a complex and multifaceted phenomenon that is influenced by a

variety of factors, including individual beliefs, attitudes, values, and external influences (Majeed
et al., 2022). Empirical evidence has shown that consumer behavior can be effectively change
through targeted interventions and communication strategies. One study by Thøgersen and
Ölander (20022) found that consumers are more likely to adopt sustainable behaviors when they
perceive them as beneficial to themselves, others, and the environment.

Another study by Verplanken and Wood (2022) demonstrated that repeated exposure to pro-
environmental messages can lead to a shift in consumer attitudes and behaviors over time. This
highlights the importance of consistent and targeted communication in driving behavior change.
Furthermore, research by Schultz et al. (2023) identified the role of social norms in influencing
consumer behavior. They found that individuals are more likely to engage in sustainable behaviors
when they perceive them as socially desirable and when they believe that others are also engaging
in similar behaviors.

Overall, empirical evidence suggests that consumer behavior change is possible through targeted
interventions, consistent messaging, and the influence of social norms. By understanding these

6
factors and implementing effective communication strategies, businesses and organizations can
encourage consumers to adopt more sustainable and socially responsible behaviors.

4.3 Corporate Social Responsibility (CSR) Communication

Marketing serves as a powerful tool for communicating a company's CSR initiatives and
sustainability efforts (Alakkas et al., 2022). Empirical evidence suggests that effective CSR
communication positively impacts consumer perceptions, brand loyalty, and purchase behavior
(Safeer and Liu, 2023). Corporate Social Responsibility (CSR) communication is a crucial aspect
of a company's overall CSR strategy. It involves the dissemination of information about a
company's social and environmental initiatives to its stakeholders, including employees,
customers, investors, and the public. Effective CSR communication can help build trust and
credibility with stakeholders, enhance the company's reputation, and differentiate it from
competitors (Battisti et al., 2023, González-Ramos et al., 2023).

One key element of effective CSR communication is transparency. Companies should be open and
honest about their CSR activities, including both their successes and challenges. This transparency
helps to build trust with stakeholders and demonstrates the company's commitment to making a
positive impact on society and the environment. Another important aspect of CSR communication
is consistency. Companies should ensure that their messaging aligns with their actions and that
they are communicating their CSR efforts in a clear and consistent manner across all channels.
This helps to avoid confusion and skepticism among stakeholders (Reid et al., 2024).

Furthermore, companies should tailor their CSR communication to different stakeholder groups
(Sendlhofer and Tolstoy, 2022). For example, they may use different language and channels to
communicate with investors than they would with customers or employees. This targeted approach
can help to ensure that the message resonates with each group and encourages engagement.
Overall, effective CSR communication is essential for companies looking to demonstrate their
commitment to social responsibility, engage with stakeholders, and build a positive reputation. By
being transparent, consistent, and targeted in their communication efforts, companies can
maximize the impact of their CSR initiatives and create long-term value for both society and the
business (Yu et al., 2022).

7
5. Conclusion
Marketing plays a crucial role in promoting sustainable development goals by influencing
consumer behavior, raising awareness, and driving positive change. By integrating SDGs into their
marketing strategies, businesses and organizations can contribute to a more sustainable and
responsible future. Cooperative marketing is pivotal in advancing sustainable development goals
by fostering collaboration, innovation, and mutual support among stakeholders. By leveraging the
power of cooperation, organizations can unlock new opportunities for sustainable growth and
create positive change for the planet and its people. The theoretical frameworks provide valuable
insights into the role of cooperative marketing in accelerating SDGs. By considering the complex
interactions between stakeholders, resources, institutions, networks, and innovation diffusion,
cooperative marketing can be strategically design to address sustainability challenges and
contribute to a more sustainable future. By examining the theoretical foundations, key concepts,
and empirical evidence, this theoretical framework review provides a comprehensive
understanding of the role of cooperative marketing in accelerating sustainable development goals.
It offers insights for various stakeholders interested in leveraging cooperative marketing as a
strategic approach to drive sustainable practices, foster collaboration, and contribute to the
achievement of the SDGs.

8
References
Ag, V. 2012. Sustainability Report 2021. Volkswagen Ag.
Aksoy, L., Banda, S., Harmeling, C., Keiningham, T. L. & Pansari, A. 2022. Marketing’s Role In
Multi-Stakeholder Engagement. International Journal Of Research In Marketing, 39, 445-
461.
Alakkas, A. A., Vivek, Paul, M., Nabi, M. K. & Khan, M. A. 2022. Corporate Social Responsibility
And Firm-Based Brand Equity: The Moderating Effect Of Marketing Communication And
Brand Identity. Sustainability, 14, 6033.
Algburi, A., Kuhait, A. A. & Al-Abedi, F. Measuring The Level Of Sustainable Performance
Using The Triple Bottom Line Model (Tbl) For Agricultural Economic Units/Applied
Research In The Iraqi Company For Seed Production. Aip Conference Proceedings, 2024.
Aip Publishing.
Alkoliby, I. S. M., Abdullah, H. H. & Suki, N. M. 2023. Linking Knowledge Application, Digital
Marketing, And Manufacturing Smes’ Sustainable Performance: The Mediating Role Of
Innovation. Journal Of The Knowledge Economy, 1-27.
Ambili, K. 2024. Strategic Marketing Interventions For Sustainable Economic Development: A
Comprehensive Analysis Of Innovative Approaches And Global Case Studies.
Battisti, E., Nirino, N., Leonidou, E. & Salvi, A. 2023. Corporate Social Responsibility In Family
Firms: Can Corporate Communication Affect Csr Performance? Journal Of Business
Research, 162, 113865.
Bhattacharya, R. & Bose, D. 2023. A Review Of The Sustainable Development Goals To Make
Headways Through The Covid‐19 Pandemic Era. Environmental Progress & Sustainable
Energy, 42, E14093.
Bridoux, F. & Stoelhorst, J. 2022. Stakeholder Theory, Strategy, And Organization: Past, Present,
And Future. Strategic Organization, 20, 797-809.
Cassetta, E., Dileo, I. & Pini, M. 2023. Linking External Collaborations, Eco-Innovation And
Sustainable Growth. An Empirical Analysis On The Italian Manufacturing Firms. Industry
And Innovation, 30, 452-479.
Coggins, S., Mccampbell, M., Sharma, A., Sharma, R., Haefele, S. M., Karki, E., Hetherington, J.,
Smith, J. & Brown, B. 2022. How Have Smallholder Farmers Used Digital Extension
Tools? Developer And User Voices From Sub-Saharan Africa, South Asia And Southeast
Asia. Global Food Security, 32, 100577.
González-Ramos, M. I., Guadamillas, F. & Donate, M. J. 2023. The Relationship Between
Knowledge Management Strategies And Corporate Social Responsibility: Effects On
Innovation Capabilities. Technological Forecasting And Social Change, 188, 122287.
Hosta, M. & Zabkar, V. 2021. Antecedents Of Environmentally And Socially Responsible
Sustainable Consumer Behavior. Journal Of Business Ethics, 171, 273-293.
Hull, C. E., Russell, J. D. & Kukar-Kinney, M. 2022. Making Sustainability A Core Competency:
Consumer Response To Sustainable Innovative Products. Sustainability, 14, 11688.
Ismail, I. J. 2023. The Role Of Technological Absorption Capacity, Enviropreneurial Orientation,
And Green Marketing In Enhancing Business' Sustainability: Evidence From Fast-Moving
Consumer Goods In Tanzania. Technological Sustainability, 2, 121-141.
King, M. 2022. Barriers For Small Businesses To Adopt Sustainable Practices In The Sioux Falls
Area.

9
Kortetmäki, T., Heikkinen, A. & Jokinen, A. 2023. Particularizing Nonhuman Nature In
Stakeholder Theory: The Recognition Approach. Journal Of Business Ethics, 185, 17-31.
Leal Filho, W., Trevisan, L. V., Rampasso, I. S., Anholon, R., Dinis, M. A. P., Brandli, L. L.,
Sierra, J., Salvia, A. L., Pretorius, R. & Nicolau, M. 2023. When The Alarm Bells Ring:
Why The Un Sustainable Development Goals May Not Be Achieved By 2030. Journal Of
Cleaner Production, 407, 137108.
Lee, C., & Park, D. (2024). 2024. "Cooperative Marketing Strategies For Sustainable
Development: A Review Of Concepts And Practices." Journal Of Sustainable Business, .
Mahajan, R., Lim, W. M., Sareen, M., Kumar, S. & Panwar, R. 2023. Stakeholder Theory. Journal
Of Business Research, 166, 114104.
Majeed, M. U., Aslam, S., Murtaza, S. A., Attila, S. & Molnár, E. 2022. Green Marketing
Approaches And Their Impact On Green Purchase Intentions: Mediating Role Of Green
Brand Image And Consumer Beliefs Towards The Environment. Sustainability, 14, 11703.
Mcgahan, A. M. 2023. The New Stakeholder Theory On Organizational Purpose. Strategy Science,
8, 245-255.
Odunaiya, O. G., Soyombo, O. T., Okoli, C. E., Usiagu, G. S., Ekemezie, I. O. & Olu-Lawal, K.
A. 2024. Renewable Energy Adoption In Multinational Energy Companies: A Review Of
Strategies And Impact.
Panopoulos, A., Poulis, A., Theodoridis, P. & Kalampakas, A. 2022. Influencing Green Purchase
Intention Through Eco Labels And User-Generated Content. Sustainability, 15, 764.
Reid, A., Ringel, E. & Pendleton, S. M. 2024. Transparency Reports As Csr Reports: Motives,
Stakeholders, And Strategies. Social Responsibility Journal, 20, 81-107.
Safeer, A. A. & Liu, H. 2023. Role Of Corporate Social Responsibility Authenticity In Developing
Perceived Brand Loyalty: A Consumer Perceptions Paradigm. Journal Of Product &
Brand Management, 32, 330-342.
Schill, M. & Flykt, E. 2023. Sustainability And Customer Values As Part Of Strategic Marketing:
A Focus Group Study Exploring What Customers Value In A Sustainable Fmcg Product.
Sendlhofer, T. & Tolstoy, D. 2022. How Employees Shape Csr Transparency: A Sensemaking
Perspective. Journal Of Business Research, 150, 268-278.
Simanjuntak, M., Nafila, N. L., Yuliati, L. N., Johan, I. R., Najib, M. & Sabri, M. F. 2023.
Environmental Care Attitudes And Intention To Purchase Green Products: Impact Of
Environmental Knowledge, Word Of Mouth, And Green Marketing. Sustainability, 15,
5445.
Vasilescu, M. D., Dimian, G. C. & Gradinaru, G. I. 2023. Green Entrepreneurship In Challenging
Times: A Quantitative Approach For European Countries. Economic Research-Ekonomska
Istraživanja, 36, 1828-1847.
Yip, W. S., Zhou, H. & To, S. 2023. A Critical Analysis On The Triple Bottom Line Of Sustainable
Manufacturing: Key Findings And Implications. Environmental Science And Pollution
Research, 30, 41388-41404.
Yu, W., Zhou, J., He, M. & Si, D. 2022. Does Brand Truth-Telling Yield Customer Participation?
The Interaction Effects Of Csr Strategy And Transparency Signaling. Behavioral Sciences,
12, 514.

10