Abstract
This study examines how the integration of strategic marketing practices (STMP) influences sustainability management practices (SMP) within South Africa’s energy sector, with a specific focus on biofuels. The research responds to the persistent challenge of aligning sustainability goals with effective marketing strategies in an industry historically dominated by fossil fuels. Drawing on the Stakeholder Theory, Resource-Based View, and Innovation Diffusion Theory, the study explores the interplay between organisational leadership, marketing, and systemic enablers in advancing renewable energy adoption.
A quantitative research approach was employed, using a structured online questionnaire distributed to professionals in marketing, sustainability, and management roles across South Africa’s energy companies. Data were analysed through descriptive, correlation, and regression analyses using SPSS. Results revealed that strategic marketing significantly predicts sustainability outcomes (β = .303, p = .028), underscoring its importance in creating awareness, shaping stakeholder perceptions, and legitimising sustainability initiatives. Leadership and organisational strategy demonstrated an indirect effect, mediating the relationship between marketing and sustainability alignment, while structural barriers such as cost and infrastructure exerted limited direct influence.
The study concludes that strategic marketing functions as a critical, though underutilised, driver of sustainability in South Africa’s biofuel sector. Effective integration of marketing with sustainability management enhances stakeholder engagement and organisational credibility, fostering conditions for renewable energy adoption. Practical implications highlight the need for stronger leadership commitment, consumer education, and coordinated policy support. The research contributes to both theoretical understanding and managerial practice by positioning marketing as a strategic enabler of sustainable transformation in emerging energy markets.