Sustainable Marketing and Buddhism's Middle Path: A Harmonious Approach for Ethical Consumerism

Author(s)	MAYANK VASHISHTH, SANANDAN MISHRA, A.K. MALVIYA
Country	India
Abstract	This research paper explores the convergence of sustainable marketing principles and the Middle Path philosophy of Buddhism to promote ethical consumerism and environmental responsibility. The paper delves into the essence of sustainable marketing and its ethical dimensions, while also exploring the core principles of Buddhism's Middle Path. By integrating these two ideologies, the study seeks to develop a holistic approach to marketing that fosters social welfare, environmental sustainability, and personal well-being. The proposed framework advocates for a balance between consumerism and mindfulness, creating a more conscious and responsible consumer culture.
Keywords	Sustainable Marketing, Responsible Consumption, Buddhism, marketing, Green Marketing,
Field	Business Administration
Published In	Volume 5, Issue 4, July-August 2023
Published On	2023-08-03

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