A Comprehensive Literature Review on Impact of Using Sustainable Marketing Strategies on Consumer Purchase Behavior during the COVID-19 Pandemic Period

One of the most important factors that businesses consider when choosing a marketing strategy is the path they will take to reach their target market. This strategy can determine their success or failure. On the other hand, the various external shocks that can occur in a dynamic environment can create either challenges or opportunities for businesses. The pandemic of COVID-19 is an unpredicted and highly vulnerable event that can affect business segments. This study was conducted by reviewing the literature to identify the various marketing tactics that are applicable to different sectors during the period of COVID-19. Mainly the study focuses on the sustainable marketing strategies (Green marketing) that are applicable as well as the purchase behavior of the consumers during the time period of a pandemic. It also provided recommendations on how to improve the effectiveness of these strategies