Abstract :
Firms today have a growing interest in sustainability as an aspect of business performance other
than financial goals. Various factors (including societal mandates incorporated into regulations,
concern about loss of sales and a potential decline in corporate reputation) pressure companies
into implementing proper systems for managing sustainability (e.g. Lee, 2012).Sustainable
marketing, as noted by numerous academics and practitioners, refers to a form of marketing that
makes a net positive contribution to society in terms of environmental, social and economic
developments. Firms? interest in sustainability as an aspect of business performance other than
financial goals has steadily increased. Sustainable marketing affect perceived value and loyalty
of the customer. Customer value is “the fundamental basis for all marketing activity” (Holbrook,
1994, p. 22). And high value is one primary motivation for customer patronage. Customer
loyalty has been viewed by some researchers as a specific desire to continue a relationship with a
service provider (Czepiel& Gilmore, 1987). This study Conclude that there is significant positive
effect of the perceived marketing sustainability on the perceived value as well as on customer
loyalty.
Keyword :
Perceived Marketing Sustainability, Perceived Customer Value, Customer Loyalty, Structural Equation Modeling (SEM)