Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference

EMAC 2021 Annual Conference

Sustainable Marketing in banking sector. The case of Santander in Spain

Published: May 25, 2021


Anna Bajo, ESIC Business & Marketing School; David Curbelo, Universidad Europea de Canarias


Sustainability has been gaining presence in banks throughout this century, in response to the incremental information provided in their non-financial reports. However, when we look at how they create, offer and market their products and services, the presence of Sustainability becomes less explicit. Social and environmental concerns complement the economic dimension of the Sustainability’s Triple Bottom Line. The aim of this paper is to contrast, through a exploratory analysis, whether this integrated approach to Sustainability is present in the different dimensions of the 7P's of marketing that are addressed in banking, for the specific case, here, of Santander bank. The results show the limited presence of Sustainability on the commercial website of the financial entity, mainly restricted to some products designed to attract sustainable savings and investment. Other dimensions of 7P’s have hardly integrated sustainable marketing yet, in contrast to the greater weight non-financial reports are gaining.