Jones Theory of Green Marketing: An Integrative Theoretical Proposal for Explaining Sustainable Competitiveness in Organizations
DOI:
https://doi.org/10.70577/asce.v5i3.1071Keywords:
: sustainable development; innovation; digital transformation; organizational learning; governance.Abstract
Contemporary organizational competitiveness requires the integration of sustainability, innovation, digital transformation, learning, governance, and value creation within frameworks capable of explaining their interactions. This study aimed to systematically analyze the scientific literature on these capabilities and, based on the evidence identified, formulate a conceptual proposal called the Jones Theory of Green Marketing, designed to explain sustainable competitiveness from a systemic and interdisciplinary perspective. A systematic and integrative literature review was conducted following the PRISMA 2020 guidelines. The search, selection, evaluation, and synthesis of studies enabled comparison of the main theoretical perspectives and identification of conceptual convergences, complementarities, and gaps. The results revealed strong convergence around six strategic capabilities: strategic sustainability, sustainable innovation, digital transformation, organizational learning, responsible governance, and shared value creation. However, theoretical fragmentation was identified because these capabilities have predominantly been examined independently. Based on these findings, a conceptual architecture was developed in which sustainable competitiveness emerges from the dynamic interaction among these capabilities. The study concludes that the Jones Theory of Green Marketing constitutes a conceptual proposal grounded in the systematic integration of scientific evidence. Its empirical validation should be undertaken in future research across different organizational contexts to examine the relationships among its constructs and assess its explanatory capacity.
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