Abstract:
Due to rising uncertainties about the impact of business decisions on society and the
environment, many companies are forced to practice sustainable marketing strategies.
Even though, this concern becomes essential for contemporary firms, all don’t follow the
requirements for the sustainability needs of the industry, but there were many small
businesses those practiced sustainable marketing strategies many years ago without
knowing the conceptual agreement with the components. The milk-white industry was
owned by a sole proprietor, late Kanagarajah, who focused on sustainable marketing
practices which brought his business to the next level. The milk-white industry
contended a traditional business model and practiced its sustainable marketing
strategies as a competitive advantage in the market. The survival of traditional
businesses has remained low when the generation changed in the long term. There are
many good conventional practices that were not correctly understood by the next
generation for uplifting their business knowledge. This study aimed to fill the gap by
understanding the sustainable marketing practices of a traditional business model run
by the late Mr.Kanagarajah. This study used qualitative methodology to explore
sustainable marketing practices. Case study strategy was used to collect the data from
different sources and thematic analysis was employed to understand the sustainable
marketing practices of the selected industry case. This study theorized ecological
consciousness, social consciousness, environmental product quality, employee wellbeing,
content marketing, and stakeholder involvement as sustainable marketing
strategies from a traditional business model findings of this study enrich the knowledge
of sustainable marketing in the local context.
