Environmental-Based View: A Theoretical Framework towards Green Business Model for Sustainable Marketing

Abstract

The triple planetary crisis is just the beginning of the real threats of global warming and future environmental damage that will cause global disasters. This study objective was to build an environmental-based view (EBV) as a sustainable green business framework to solve environmental and social issues while achieving a company's economic goals to achieve sustainable marketing. This study used an integrative review method which provides a comprehensive way to assess, criticize, and synthesize various relevant literature to produce a theoretical framework. The study results showed the EBV approach has a strong urgency to become a solution to climate change and global sustainability. This study provides a robust definition, where EBV is a sustainable green business approach that creates synergy between business, people, and environmental values driven by the organization's core values using green economic resources (GER) that promote sustainability performance. EBV provides real contributions to the achievement of sustainable development goals (SDGs), especially SDG#3, SDG#6, SDG#7, SDG#8, SDG#9, SDG#11, SDG#12, SDG#13, SDG#14, SDG#15, which contribute directly to climate change mitigation, environmental sustainability, and social welfare. This study provides implications for academics and green business actors in developing a robust green business model.