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

Document Type : Research Paper


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


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.


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