“…The most recent understanding of the concept underlines that "marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large" [3]. Accordingly, concepts such as sustainable marketing, green marketing, and sustainable consumption have been emerging as prominent topics in the most recent business and marketing literature, e.g., [4][5][6]. On the other hand, sustainability "is based on a simple principle: Everything that we need for our survival and wellbeing depends, either directly or indirectly, on our natural environment.…”