Green Marketing: Solving Dual Purpose of Marketing and Corporate Social Responsibility

Document Type : Research Paper

Authors

School for Management Studies, Babasaheb Bhimrao Ambedkar University (A Central University), Lucknow, India

Abstract

Corporate and social responsibility are continuously competing to share a common platform to address a new form of green consumerism that the eco-educated millennial generation can appreciate. Green marketing acts as bridge connecting the corporate, environment and consumers. Business organizations have begun to respond to social expectations of consumers by opting for holistic environmental stewardship. The conceptual paper aims at highlighting the manner in which green marketing is observed as a vital instrument for fulfilling corporate social responsibility and marketing interventions at the same time. At a time when firms are looking for innovative ways to fulfill their corporate social commitments, the concept of green marketing is imparting not just a social competitive edge but also assisting brand building. An exploratory cum descriptive research design is used to qualitatively substantiate the way in which green marketing is empowering the implementation of corporate social responsibility among firms. The paper holds promise for policy makers, environmental activists, consumers, marketers and HR professionals who should work in orchestration to help corporate and society fulfill their environmental duties.

Keywords


Alniacik, U., Alniacik, E. and Genc, N. (2011). How Corporate Social Responsibility Information Influences Stakeholders' Intentions. Corporate Social Responsibility and Environmental Management. 18 (4), 234-245
Bondy, K., Moon, J. and Matten, D. (2012). An Institution of Corporate Social Responsibility (CSR) In Multi-National Corporations (Mncs): Form and implications. Journal of Business Ethics. 111 (2), 281-299
Business Functions Southern African Business Review. 14 (3) Carrol, A. B. (1999). Corporate Social Responsibility: Evolution of a Definitional Construct. Business and Society. 38 (3), 268-295
Carroll, A. B. (1991). The Pyramid of Corporate Social Responsibility: Toward the Moral Management of Organizational Stakeholders. Business Horizons. 34 (4), 39-48
Chen, Y. S. and Chang, C. H. (2012). Enhance Green Purchase Intentions: The Roles of Green Perceived Value, Green Perceived Risk, and Green Trust. Management Decision. 50 (3), 502-520
Colley, J., Doyle, J., Logan, G. and Stettinius, W. (2003). Corporate Governance, New York: McGraw-Hill. Cowper-Smith, A. and De Grosbois, D. (2011). The Adoption of Corporate Social Responsibility Practices in the Airline Industry. Journal of Sustainable Tourism. 19 (1), 59-77
Dagiliene, L. (2010). The Research of Corporate Social Responsibility Disclosures in Annual Reports. Inzinerine Ekonomika- Engineering Economics. 21 (2), 197-204
Detomasi, D. A. (2008). The Political Roots of Corporate Social Responsibility. Journal of Business Ethics. 82 (4), 807-819
Fougère, M. and Solitander, N. (2009). Against Corporate Responsibility: Critical Reflections on Thinking, Practice, Content and Consequences. Corporate Social Responsibility and Environmental Management. 16 (4), 217-227
Graci, S. and Dodds, R. (2008). Why Go Green? The Business Case for Environmental Commitment in the Canadian Hotel Industry. Anatolia. 19 (2), 251-270
Ham, S. and Choi, Y. K (2012). Effect of Cause-Related Marketing for Green Practices in the Hotel Industry. Journal of Global Scholars of Marketing Science. 22 (3), 249-259
Hsieh, N. H. (2009). Corporate Social Responsibility and the Priority of Shareholders. Journal of Business Ethics. 88 (4), 553-560
Ismail, M. (2009). Corporate Social Responsibility and Its Role in Community Development: An International Perspective. The Journal of International Social Research. 2 (9), 200-209
Jhawar, A., Kohli, G., Li, J., Modiri, N., Mota, V., Nagy, R. and Shum, C. (2012). Eco-Certification Programs for Hotels in California: Determining Consumer Preferences for Green Hotels.
Leonidou, L. C., Leonidou, C. N., Fotiadis, T. A. and Zeriti, A. (2013). Resources and Capabilities as Drivers of Hotel Environmental Marketing Strategy: Implications for Competitive Advantage and Performance. Tourism Management. 35 (April 2013), 94-110
Mahmood, M. and Humphrey, J. (2013). Stakeholder Expectation of Corporate Social Responsibility Practices: A Study on Local and Multinational Corporations in Kazakhstan. Corporate Social Responsibility and Environmental Management. 20 (3), 168-181
McDonagh, P. and Prothero, A. (1997). Green Management: A Reader, London: The Dryden Press.
Miles, M. P. and Covin, J. G. (2000). Environmental Marketing: A Source of Reputational, Competitive, and Financial Advantage. Journal of Business Ethics. 23 (3), 299-311
Mullerat, R. and Brennan, D. (2005). Corporate Social Responsibility: The Corporate Governance of the 21st Century, Kluwer Law International.
Ottman, J. (1992). Green Marketing: Responding to Environmental Consumerism. NTC Business Books. Peattie, K. (1995). Environmental Marketing Management: Meeting the Green Challenge, London: Pitman Publishing.
Peattie, K. and Crane, A. (2005). Green Marketing: Legend, Myth, Farce or Prophesy?. Qualitative Market Research: An International Journal,. 8 (4), 357-370
Pérez, R. C. (2009). Effects of perceived identity Based on Corporate Social Responsibility: The Role of Consumer Identification with the Company.. Corporate Reputation Review. 12 (2), 177-191
Piercy, N. F. and Lane, N. (2009). Corporate Social Responsibility: Impacts on Strategic Marketing and Customer Value. The Marketing Review. 9 (4), 335-360
Porter, M. E. and Van Der Linde, C. (1995). Green and Competitive: Ending the Stalemate. Harvard Business Review. 73 (5), 120-134
Rahman, I., Reynolds, D. and Svaren, S. (2011). How “Green” are North American Hotels? An Exploration of Low-Cost adoption Practices.. International Journal of Hospitality Management. 31 (3), 720-727
Schmidheiny, S. (2006). A View of Corporate Citizenship in Latin America (Turning Point). Journal of Corporate Citizenship. 21 (1), 21-24
Sheth, J. and Parvatiyar, A. (1995). Ecological Imperatives and the Role of Marketing, in Polonsky, M. and Mintu-Wimsatt, A. ed. Environmental Marketing: Strategies, Practice, Theory and Research, New York: The Haworth Press. , 3-20
Simmons, J. (2004). Managing in the Post-Managerialist Era: Towards Socially Responsible Corporate Governance. Management Decision. 42 (3/4), 601-611
Smith, E. E. and Perks, S. (2012). A Perceptual Study of the Impact of Green Practice Implementation on the Business Function. African Journals Online..
Sotorrío, L. L. and Sánchez, J. L. F. (2010). Corporate Social Reporting for Different Audiences: The Case of Multinational Corporations in Spain. Corporate Social Responsibility and Environmental Management. 17 (5), 272-283
Sundaram, A. K. and Inkpen, A. C. (2004). The Corporate Objective Revisited. Organization Science. 15 (3), 350-363
Tsoi, J. (2010). Stakeholders’ Perceptions and Future Scenarios to Improve Corporate Social Responsibility in Hong Kong and Mainland China. Journal of Business Ethics. 91 (3), 391-404
Ubius, U. and Alas, R. (2009). Organizational Culture Types as Predictors of Corporate Social Responsibility. Commerce of Engineering Decisions. 1 (61), 90-99
Visser, W. (2008). Corporate Social Responsibility in Developing Countries. The Oxford Handbook of Corporate Social Responsibility. , 473-479
World Business Council (2002). for Sustainable Development.