ESG, global compact and 2030 agenda: framework proposal based on social marketing and transformative consumer research

Abstract

Purpose: This study proposes a framework to systematize the relationships among Social Marketing, Transformative Consumer Research (TCR), and sustainable practices (ESG, Global Compact, and the 2030 Agenda). The framework highlights their respective strengths, weaknesses, and implications for sustainable development, drawing on state-of-the-art literature and outlining a future research agenda with both academic and managerial applications. Design/Methodology/Approach: The research employs conceptual analysis grounded in a systematic literature review focused on sustainable management practices through the perspectives of Social Marketing and TCR. The SPAR-4-SLR protocol served as the systematic review method, guiding research planning, knowledge expansion, and supporting critical reflection within the current state of the field. Findings: Analysis of 81 articles revealed a predominance of quantitative methodologies and an increase in publications in 2023 and 2024. Notable gaps include definitional, measurement, and implementation issues in sustainable practices, particularly the absence of standardized ESG metrics, limited applicability of the Global Compact to small enterprises, and challenges surrounding the local adaptation of the 2030 Agenda. Originality/Value: The proposed framework integrates Social Marketing and TCR with sustainable practices, elucidating how ESG, the Global Compact, and the 2030 Agenda can facilitate transformation in consumer behavior and support the alignment of organizations with socio-environmental demands. It identifies strengths, weaknesses, research gaps, and proposes a future research agenda. The analysis emphasizes the need for standardized metrics and collaborative approaches to progress sustainable development.