Abstract:
With the 2023 The Sustainable Development Goals Report confirming
that the world is far from reaching the established sustainability goals for
2030, we focus this commentary on environmental and social sustainability
from the perspective of consumer cultural identity and branding within a
global-local marketplace. Our attention is on the firm (multinational and
local) and its brand (global or local) as a viable business entity with economic
sustainability, that is also engaged with environmental sustainability
and social sustainability. We offer substantive questions to guide research
around the complexities of corporate sustainability, global and local company/
brand actions, and consumer cultural identity.
