@article{albarrantaype2026advancing,
  title = {Advancing Sustainable Development through Purpose-Driven Marketing: A Systematic Literature Review of Latin American Evidence},
  author = {Rossmery ALBARRAN-TAYPE and Maria Olivia PACHAS-FUENTES and Ana Patricia GÓMEZ-DE LA FUENTE},
  year = 2026,
  url = {https://ibimapublishing.com/articles/IBIMABR/2026/401945/},
  journal = {IBIMA Business Review},
  volume = 2026,
  pages = 17,
  doi = doi.org/10.5171/2026.401945,
  abstract = {Purpose-driven marketing has gained increasing prominence as organizations seek to align business strategies with the Sustainable Development Goals (SDGs). However, evidence on how these strategies have been conceptualized, implemented, and evaluated in Latin America remains fragmented. This study provides a systematic synthesis of the scientific literature to examine the strategic orientation of purpose-driven marketing, its alignment with the Sustainable Development Goals, and the main research gaps in the region. A systematic literature review was conducted following the PRISMA 2020 guidelines using Scopus, Web of Science, and DOAJ. Articles published between 2015 and 2024 were screened, resulting in a final sample of 37 peer-reviewed studies. The findings reveal that purpose-driven marketing in Latin America is predominantly associated with branding, storytelling, and corporate reputation strategies, with a strong emphasis on Sustainable Development Goal 12 (Responsible Consumption and Production), Sustainable Development Goal 9 (Industry, Innovation and Infrastructure), and Sustainable Development Goal 8 (Decent Work and Economic Growth). In contrast, social Sustainable Development Goals related to gender equality, reduced inequalities, and well-being receive considerably less attention. The review also identifies a persistent reliance on perceptual indicators, such as brand reputation and purchase intention, while objective measures of social and environmental impact remain scarce. Finally, the study proposes a typological model that distinguishes symbolic from operational purpose and productive from social Sustainable Development Goals, offering an integrative framework for understanding the evolution of purpose-driven marketing and supporting future research and managerial decision-making aimed at fostering more authentic and measurable contributions to sustainable development.},
  keywords = {Purpose-driven marketing; Sustainable Development Goals (SDGs); Latin America; systematic literature review; typological model; shared value; sustainability.},
  note = Article ID: 401945
}