An Empirical Study on Sustainable Marketing Through Social and Environmentally Responsible Marketing Activities in The Restaurants In UAE

Abstract

This paper investigates into the measures taken by the fast-food restaurants in the UAE to promote sustainable marketing through socially and environmentally responsible marketing activities and analyse the extent to which these fast-food restaurants have adopted sustainable marketing principles. The world population is facing problems like environmental pollution, increased carbon footprint, and unethical business practices. One of the causes of this pathetic state of affairs are the mushrooming fast-food restaurants which have contributed largely to the environmental footprint due to its wasteful packaging, inefficient waste disposal, and inefficient use of energy in its outlets. It was observed that the majority of the international fast-food restaurants were implementing sustainable marketing principles to a great extent. Though a few small local fast-food restaurants were aware of the sustainable marketing principles, however, they were finding it difficult to implement them in practice as these local restaurants were small business firms with low financial returns.