CALL FOR PAPERS :: Special Issue on Marketing Trends and Sustainable Development


Cohen (2021) states that "the approach of trend studies in conjunction with culture studies provides an interesting insight into the analysis of marketing strategies, as cultural representations that manifest mentalities present in the spirit of the times (... ) and that the recurrence of patterns related to sustainability present in manifestations of the sphere of technology, and their application in the map of mentalities of technology and trends reinforce the importance of this topic in contemporary society" (p. 146).

Sustainable development is strategic in the industry in general, which is why authors such as Ferreira, Pereira & Simões (2021) have, for example, recognized its importance in the hotel industry as well as the importance of defining strategies to stimulate the adoption of ecological practices by hotels. The authors suggest identifying all the factors that facilitate and hinder the adoption of green strategies. On the other hand, they recommend that hotels invest in sustainable communication strategies to increase environmental awareness.

Almeida, Proença & Ferreira (2021), who studied the theme of this special issue, point out that "in the last 10 years (2010-2020), bibliometric studies have addressed this area with a focus on sustainable development, innovation in design and services, corporate social responsibility, business networks, customer relationships, and business models" (p. 121).

Studies reconciling marketing trends and sustainable development in both Business-to-Consumer (B2C) and Business-to-Business (B2B) relationships are an opportunity to develop the literature.

We invite academicians, practitioners, and researchers to submit original, previously unpublished, and complete manuscripts, prepared according to the journal’s guidelines.

Submissions employing empirical, analytical, or conceptual frameworks that create new insights for professionals in the industry are welcome. Authors are encouraged to submit contributions within an area that is related broadly to the overarching thematic focus of the special issue. We suggested the following themes, however, this is not an exhaustive list:

  • Corporate Social Responsibility;
  • Green Marketing;
  • Greenwashing;
  • Environmental Marketing;
  • Sustainable / Responsible Consumption / Consumerism;
  • New Technologies to Green Production and Green Consumption;
  • Digital Marketing Transformation for Sustainable Growth;
  • Mobile and Email Marketing Strategies and Green Marketing;
  • Environmental Sustainability;
  • Sustainable Development Goals;
  • Branding Environmental Social Responsibility;
  • Circular Economy;
  • Internal Marketing and Social Responsibility;
  • Inclusive Marketing;
  • Environmental Social Responsibility,
  • Sustainable / Responsible Consumption;
  • Value Co-Creation.

Accepted languages include English, Portuguese, and Spanish.


Deadline for Submission: Jully 30, 2024

Preliminary Result: September 30, 2024

Final Paper Submission Deadline: October 30, 2024

Final Result: November 30, 2024

Publication: December, 2024

For registration, online submission, and other details, please visit our website:


 Almeida, R.P.; Proença, J. F. & Ferreira, F. N. H. (2021). Value Co-Creation and Sustainability: A systematic literature review, International Journal of Marketing, Communication and New Media, Special Issue on Sustainable Marketing, June 2021, 104-125.

Cohen, S. A. M. (2021). Tesla, SpaceX e Hyperloop: A sustentabilidade enquanto mentalidade relacionada com tecnologia, International Journal of Marketing, Communication and New Media, Special Issue on Sustainable Marketing, June 2021, 126-149.

Ferreira, S.; Pereira, O. & Simões, C. (2021). A Sustentabilidade Ambiental na Indústria Hoteleira: Uma perspetiva dos gestores de hotéis ecológicos em Portugal, International Journal of Marketing, Communication and New Media, Special Issue on Sustainable Marketing, June 2021, 150-170.