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As the global focus on sustainability continues to grow, it is crucial to assess the current state of research and identify knowledge gaps. This study aims to provide a comprehensive overview of the existing literature on promoting and implementing the Sustainable Development Goals (SDGs).

Using a three-stage systematic screening process, 416 articles were identified and analyzed using the proposed social-economic-environmental (SEE) Cube classification model.

The results revealed a potential imbalance in research priorities, with a greater focus on economic and environmental goals compared to social goals. Regional disparities were also observed, indicating a correlation between a country’s development status and its environmental priorities. Moreover, a majority of the papers lacked empirical grounding, emphasizing the need for increased promotion and implementation of the SDGs to achieve the 2030 Agenda.

This study contributes to the existing literature by proposing the SEE Cube model, which is a parsimonious model to classify and show the interactions of the existing studies on the sustainable development dimensions. Marketers who are concerned about their corporate images should give more details about their sustainability practices to avoid the impression of SDG washing. Policymakers and educators should proactively implement interventions related to the SDGs of lower awareness, and there should be a greater emphasis on conducting empirical research, particularly experimental studies.

These findings not only highlight practical challenges that impact the implementation of the SDGs but also inform new research avenues.