Sustainable marketing, as recently noticed by academics and practitioners, refers to a form of marketing that makes a net positive contribution to society in terms of environmental, social, and economic developments. Firms’ interest in sustainability as part of business performance beyond mere financial goals has been increased. Various sources, including societal mandates incorporated into regulations, concern about loss of sales, and a potential decline in corporate reputation pressures companies into implementing proper sustainability management. The purpose of this study is to clarify measures of perceived sustainability from the marketing perspective, analyze the effects of perceived sustainability on customer equity, and develop the recent theoretical frameworks and implications that will enable sustainable marketing concepts to be globally competitive. The measures of perceived sustainability items enable researchers to examine relationships among perceptions of sustainability and other key customer equity variables, such as value equity, brand equity, and relationship equity. For this and other reasons, the MPS may have value to practitioners. By understanding perceived sustainability, they can develop economic, social, environmental and communication performances that effectively utilize sustainability. The measures of perceived sustainability offers researchers a tool for measuring perceived sustainability that is consistent with the literature on sustainability, while recognizing the reality that sustainability is a multidimensional construct. The rigor reflected in the multiple methods for generating scale items and the multiple stages in the scale development process results in a scale that should be useful to both researchers and practitioners.

• Juran Kim(Jeonju University)
• Charles R. Taylor(Villanova University)
• Kyung Hoon Kim(Changwon National University)
• Ki Hoon Lee(Jeonju University)