Sustainable Green Marketing and the Realization of Corporate Social Responsibility: A Conceptual Analysis
Keywords:
Corporate social responsibility, Green marketing initiative, Poverty alleviation, Sustainability
Abstract
This study conceptually analyzed the efficacy of green marketing initiative on the realization of corporate social responsibility (CSR). The study attempted to paint the pictures of green marketing revolution as a sine qua non for the enrichment of social responsibilities of corporate entities. This study adopted social responsibility theory as the theoretical underpinning upon which the study was anchored. The study conceptually evaluated the sustainability of green marketing initiative, while the nexus between green marketing and CSR initiative was further made explicit. The study concluded that the firms’ intervention to lead the green marketing revolution through the instrumentality of CSR is a welcomed development, especially in the market-based economy where consumers choose environmentally preferable products when all other factors are equal. The study recommended the need for corporate organizations to create awareness on the benefits of green marketing initiative among the existing and prospective customers to enhance its successful integration as a marketing promotional tool across all corporate functions and activities.
References
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2. Akadakpo, B. A. & Amake, C. C. (2019). Corporate social responsibility and firm performance in Nigeria noted banks. Ife Journal of Entrepreneurship and Business Management, 3(1) 26–35.
3. Ananaba, U. & Chukwuka, E. (2016). Corporate social responsibility and its implementation in Nigeria: Problems and prospects. Global Journal of Human Resource Management, 4(2) 60–69.
4. Bhaskar, H. L. (2013). Green marketing: A tool for sustainable development. International Journal of Research in Commerce and Management, 4(6), 142–145.
5. Bowen, H. R. (1953).Social responsibilities of the businessman. New York: Harper & Row.
6. Carroll, A. B.(1979). A three-dimensionalconceptual model of corporate performance. Academy of Management Review; 4 (4), 497-505.
7. Chen, H. & Xiang, W. (2011). Corporate social responsibility and corporate financial performance in China: An empirical research from Chinese firms. Corporate Governance, 11(4), 361–370.
8. Crane, A. (2000). Facing the backlash: Green marketing and strategic re-orientation in the 1990s. Journal of Strategic Marketing, 20 (Sept.), 227–296.
9. Dutta, B. (2009). Sustainable green marketing: The new imperative. Hyderabad: The ICFA University Press.
10. Enikanselu, S. A. (2008). Basic marketing (3rd Ed.). Lagos: Enykon Cosults.
11. Ginsberg, J. M. & Bloom, P. N. (2004). Choosing the right green marketing strategy. MIT Sloan Management Journal, 41(2), 79–84.
12. Haryono, U. & Iskandar, R. (2016). Corporate social performance and firm performance. International Journal of Business and Management Invention, 4(11), 69–75.
13. Henriques, I. & Sardorsky, P. (1999). The relationship between environmental commitment and managerial perceptions of stakeholder importance. Academy of Management Journal; 42 (1), 89-99.
14. Ite, U. E. (2012). The social dimension of sustainability. CSR Files; 1 (3), 28-29.
15. Jobber, D. (2001). Principles and Practice of Marketing (3rd Ed.). London: McGraw-Hill International (UK) Limited.
16. Karna, J., Hansen, E. & Juslin, H. (2003). Social responsibility in environmental marketing planning. European Journal of Marketing, 37(5/6), 848–873.
17. Lin, H. Y. & Amin, N. (2016). The relationship between corporate social performance and financial performance: Evidence from Indonesia and Taiwan. European Journal of Business and Social Sciences, 5(3), 50–62.
18. Maignan, I. & Ferrell, O. C.(2004). Corporate social responsibility and marketing: An integrative framework. Journal of the Academy of Marketing Science; 32 (1), 3-19.
19. Neeraja-Rani, A. R., Aravind, J. & Prasad, T. (2014). Green marketing and its impact. British Journal of Marketing Studies, 2(8), 52–55.
20. Nwanne, T. I. (2016). Effect of corporate social responsibilities of banks on their host communities:A case of Gedfrey Okoye University, Enugu, Nigeria. Journal of Finance, Accounting and Management 7(1), 30–44.
21. Onigbinde, I. O. (2013). Market-based resources and customer loyalty: An empirical assessment of telecommunication service providers in Nigeria. Unpublished Ph.D. Thesis, Department of Business Administration and Marketing, Babcock University, Ilishan-Remo, Nigeria.
22. Onigbinde, I. O & Ojo, J. O. (2016). Evaluation of selected theories as applicable to marketing and consumer research. Journal of Marketing and Consumer Research, 27(1), 71–80.
23. Othman, J. A., Stafford, E. R. & Hartman, C. (2006). Avoiding green marketing myopia. The Environment, 48(5), 22–26.
24. Peattie, K. (1999).Rethinking marketing: shifting to a greener paradigm. In M. Charter and M. J.
25. Polonsky (Eds.). Greener marketing: A global perspective greening marketing practice, (2nd Ed.). Sheffield, UK: Greenleaf Publishing.
26. Polonsky, M. J. & Rosenberger III, P. J. (2001). Re-evaluating green marketing: A strategic approach. Business Horizons, Sept./Oct., 21–30.
27. Singh; S. P. (2008). The green revolution in marketing: Is it worth? Proceedings of the 11th Annual Convention of Strategic Management Forum, Indian Institute of Technology ITT), Kanpur, India.
28. Tita, J. C. (2012). Areas for added CSR commitment in Sub-Saharan Africa. CSR File; 1 (3), 36-37.
29. Unruh, G. & Ettenson, R. (2010). Growing green: Three smart paths to developing sustainable products. Hravard Business Review, 5(6), 77–103.
Published
2022-03-15
How to Cite
Onigbinde , I. O., & Olowe , O. O. (2022). Sustainable Green Marketing and the Realization of Corporate Social Responsibility: A Conceptual Analysis. Central Asian Journal of Social Sciences and History, 3(3), 67-78. Retrieved from https://cajssh.centralasianstudies.org/index.php/CAJSSH/article/view/268
Section
Articles
