International Journal of Management

Sustainability has transitioned from a peripheral corporate responsibility initiative to a central strategic imperative in international marketing. Multinational firms increasingly integrate environmental protection, social responsibility, and long-term economic value into their global marketing strategies to address climate change, regulatory pressures, and evolving consumer expectations. However, sustainability-driven international marketing is complex due to cross-country differences in institutional frameworks, cultural values, market maturity, and stakeholder priorities. This paper develops an integrative conceptual framework explaining how sustainability orientation shapes international marketing strategies and performance outcomes. Drawing on international marketing, sustainability management, and consumer behavior literature, the study identifies key strategic dimensions—sustainable value proposition, green innovation, ethical branding, and stakeholder engagement—and examines their impact on brand equity, trust, and competitive advantage across markets. The paper proposes research propositions, outlines an empirical research design, and discusses managerial and policy implications. By positioning sustainability as both a market-driving and legitimacy-building force, the study advances theory and practice in global marketing strategy.