Sustainable Marketing and Service Innovation Development for the Future Ecosystem

Abstract

This paper aims at sharing the insights of integrating sustainable marketing and service innovation throughout the lens of ecosystem evolution over the future consumer co-creation, digital transformation, and metrics for sustainability. In order to examine the relationships between sustainable marketing, marketing technology, and service innovation, the study incorporates Exploratory Factor Analysis (EFA), Structural Equation Modeling (SEM), as well as qualitative content analysis. In depth survey involving 500 participants and interviewing the experts has been conducted, the given data containing mock responses are only presented in this paper. As depicted below, sustainable marketing greatly enhances co-creation that leads to sustainable service innovation. In addition, the relationship between information systems and these technologies such as; artificial intelligence, big data, and IoT makes this shift to be regenerative and inclusive. Long-term indicators including, the SROI and SSI were therefore created and tested to assess other economic and non-economic value of sustainability initiatives. The research results in this paper advance the literature on service innovation for the future ecological, socio-economic, and technologies.