Abstract
Sustainable marketing has become increasingly important as organizations respond to growing environmental, social, technological and consumer concerns. The concept extends beyond conventional marketing objectives by considering how organizations can create consumer value while addressing sustainability-related expectations and long-term societal interests. This paper reviews the existing literature on sustainable marketing and consumer value, with particular attention to changing consumer expectations, digital technologies, responsible consumption, sustainable products and services, consumer engagement, transparency, trust and value creation. The literature indicates that consumer value in sustainable marketing is multidimensional and includes functional, emotional, social, environmental and ethical dimensions. Consumers increasingly evaluate organizations not only according to product quality and price but also according to their environmental practices, social responsibility, transparency, authenticity and ability to provide meaningful sustainable solutions. Digital technologies further influence sustainable marketing by supporting communication, personalization, information sharing, consumer engagement and sustainable consumption decisions. However, organizations also face challenges associated with credibility, greenwashing, information transparency, consumer awareness, affordability and the gap between positive sustainability attitudes and actual purchasing behaviour. The review highlights the importance of integrating sustainability into the broader marketing strategy rather than treating it as a separate promotional activity. Overall, sustainable marketing can contribute to consumer value when organizations align sustainability initiatives with genuine consumer needs and communicate them transparently and responsibly.