Year: 2026 | Month: January | Volume: 13 | Issue: 1 | Pages: 498-514
DOI: https://doi.org/10.52403/ijrr.20260148
Responsible Marketing and Socially Responsible Marketing: A Systematic Literature Review
Akhilesh1, Dr. Pradip Kumar2, Deepak Kholiya3, Medona Mayengbam4, Rohit Bhandari5
1,4Research Scholar, Department of Hospitality & Tourism Management, Assam University, Assam, India.
2Assistant Professor, Department of Hospitality & Tourism Management, Assam University, Assam, India.
3Research Scholar, Department of Tourism Studies, Central University of Kerala, Kerala, India.
5Independent Researcher, New Delhi, India
Corresponding Author: Akhilesh
ABSTRACT
This study conducts a PRISMA-guided systematic literature review of responsible marketing and socially responsible marketing (SRM), focusing on core definitions, related concepts, and SRM marketing-mix characteristics. Using thematic analysis of 52 articles published between 2004 and 2024, the review traces publication trends and conceptual development and examines how SRM is operationalised across the marketing mix (product, price, promotion, place, people, process, and physical evidence). Key themes include SRM’s theoretical foundations, consumer psychology and the attitude–behaviour gap, CSR-driven branding, ethical challenges such as greenwashing, and the role of global contexts. The review provides a rigorous, cross-disciplinary synthesis and highlights SRM as a shift from profit-centred marketing to stakeholder- and sustainability-oriented practice, offering directions for future research and application.
Keywords: Responsible Marketing, Socially Responsible Marketing (SRM), Ethical Consumption, Sustainability, Corporate Social Responsibility (CSR)
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