Abstract
Sustainable marketing has increasingly gained prominence in contemporary business discourse, emphasising environmental stewardship, stakeholder responsibility, and ethical branding. However, existing sustainability frameworks often prioritise ecological performance and corporate transparency while inadequately addressing structural social and caste-based inequalities embedded within market structures. Ethical communication is frequently reduced to disclosure practices and anti-greenwashing mechanisms, overlooking its normative role in shaping inclusion, dignity, and participatory representation.
The present study develops a justice-oriented communication framework by synthesising the social justice perspective of Dr. B. R. Ambedkar, the dignity-centred critique of Gopal Guru, and J. C. Kumarappa’s ecological moral economy. Through conceptual analysis, the study argues that sustainability communication must move beyond symbolic inclusion towards participatory and dignity-based green narratives. The proposed framework positions ethical communication as the integrating axis linking environmental sustainability, economic ethics, and structural social equality. The study contributes to sustainable marketing theory by expanding the ethical foundations of green narratives and reframing sustainability communication as a democratic and socially transformative practice.
Keywords: Sustainable Marketing; Ethical Communication; Dalit Philosophy; Social Justice; Dignity; Green Narratives; Inclusive Sustainability Communication
References
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