Figure 3.
The diagram shows Market scape on the left and Consumption scape on the right connected through Co-creating sustainability and Transformation to sustainable futures. Brands support co-creation through sustainable products, transparent supply chains, and promoting sustainability. Consumers contribute through aligning values, reorienting towards sustainability, and conscious consumption. Messaging on digital platforms includes sustainability, wellbeing, brand values, and conscious consumption. Arrows show co-creation through marketing practices and consumer engagement with brands.Final framework after refinement
Source: Authors’ own work