The sustainability marketing research hub advances knowledge at the intersection of sustainability and marketing, exploring how organisations, consumers, and policymakers can co-create environmentally and socially responsible marketplaces. Drawing on interdisciplinary perspectives from marketing, strategy, and consumer behaviour, the unit investigates topics such as sustainable consumption, green branding, circular business models, and communication of corporate sustainability initiatives.

Researchers work closely with industry, government, and civil society partners to design and evaluate marketing interventions that reduce environmental impact while creating long-term value for stakeholders. Through empirical projects, postgraduate supervision, and scholarly publication, the unit contributes rigorous evidence to guide more ethical, inclusive, and low-carbon market practices globally.

Main topic areas include:

• Sustainable consumption and consumer behaviour, including motivations and barriers for green purchasing, sufficiency-oriented lifestyles, and reduced overconsumption.
• Sustainable products, brands, and communications, covering eco-design, green branding, trustworthy sustainability claims, and identifying and preventing greenwashing and “woke-washing”.
• Corporate sustainability, CSR, and stakeholder value, examining how marketing supports triple-bottom-line outcomes (environmental, social, economic) and long-term value for diverse stakeholders.
• Digital and data-driven sustainable marketing, investigating how platforms, AI, influencers, and social media can enable or constrain more sustainable choices and norms.
• Systemic transitions, policy, and market transformation, including circular and regenerative business models, regulation, standards, and the role of marketing in enabling low carbon, just, and inclusive economies.

For more information, please contact Professor Nkosivile Madinga and Associate Professor Siphiwe Dalmini.