Sustainable marketing model for sustainable development in the banking industry

Document Type : Research Paper


1 Department of Management, Payame Noor University, Tehran, Iran

2 Department of Business Management, Payame Noor University, Tehran, Iran


Sustainable consumption has become important in society due to numerous challenges such as climate change, environmental diversity reduction, environmental pollution, and resource depletion. The financial and banking sector is among the influential sectors in sustainable consumption.  This study was conducted to design a sustainable marketing model in the banking industry. This statistical research population includes two academic and industrial experts with aware of finance and banking. This study methodology is descriptive and qualitative based on its content and ontology. Thirty-three Delphi panel members were selected to collect data using the judgmental sampling method and snowball. The questionnaire included 61 open and closed questions. Experts were given the questionnaire in two stages to determine the models affecting sustainable marketing in banking.  Results: According to the results, innovative, lean, strategy-oriented, and spherical marketing models through internal marketing models and green, social, public, altruistic, and network-based marketing models through cultural marketing influence sustainable marketing in banking.  The comprehensiveness and versatility of the concept of sustainable marketing can be the achievement of this research. Based on the studied models, sustainable marketing is achieved when different types of marketing are realized in a set. Their establishment can be expected to achieve sustainable marketing.


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Volume 14, Issue 1
January 2023
Pages 2859-2870
  • Receive Date: 06 November 2021
  • Revise Date: 20 January 2022
  • Accept Date: 16 February 2022