Sustainable Marketing: An Islamic Perspective

This paper is about the sustainable marketing concept focusing on the sustainable business development and triple bottom line theories linking with Islamic principles. According to traditional marketing process, when the customer‟s satisfaction is ensured it leads to a profitable relationship between the business and its customers. Sustainable marketing on the other hand, takes into consideration the needs of future generations and demands the compromise of rational consumptions in order to keep a balance among the environmental, ethical and economic aspects. Islamic principles can obviously contribute in maintaining the interest of the marketers, customers, society and other stakeholders, following a sustainably ethical stand point to ensure the sustainability objective. In order to do so, sustainable business models must be composed of two potential frameworks -customer to business and business to customer models. The two models may take part in ensuring sustainable consumption and sustainable production of goods and services and as a result, will create sustainable value to the present and future customers. Aus. & NewZe J. Soci Busi. Env. Sus. Vol 2(1), April 2016, P 24-46