ADVANCING SOCIAL SUSTAINABILITY: A REVIEW OF CHALLENGES AND OPPORTUNITIES FACING WOMEN'S COOPERATIVES IN MALAYSIA

Abstract

This article explores the critical role of women's cooperatives in advancing social sustainability within the Malaysian context. Women's cooperatives have emerged as vital platforms for promoting economic inclusion, enhancing entrepreneurial capacity among women, and supporting community-based development activities. The increasing number of registered women's cooperatives in Malaysia reflects a positive trend toward inclusive and sustainable growth. However, these women's cooperatives face various challenges, including limited access to resources, inadequate leadership training, evolving market demand, and technology advancements. This article review synthesises existing literature and empirical insights to identify the key barriers and opportunities encountered by women's cooperatives in Malaysia in their pursuit of social sustainability through achieving their social and economic objectives. Despite these challenges, the post-COVID-19 business environment presents new opportunities for transformation through digital innovation, strengthened social networks, social marketing programs, leadership development, and capacity-building initiatives. The article emphasises the importance of a strategic marketing framework aimed at fostering sustainable, women-led cooperative socio-economic development in Malaysia. This study adopts a systematic literature review (SLR) approach in synthesising the relevant research findings and articles on the topic of social marketing in the context of women cooperatives. SLR approach aims to explore the conceptualization and the development of social sustainability framework within the broader context of social marketing. MALAYSIAN JOURNAL OF CO-OPERATIVE STUDIES 158