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Green marketing – As a social initiative

Author: 
Dr. Meghna Sharma and Prachi Trivedi
Subject Area: 
Social Sciences and Humanities
Abstract: 

Turn the tap off while brushing your teeth. Switch the lights off while walking out of the room. Recycle, reuse and reduce. Make donations and participate in worthy causes. Think of various ways of how you can make daily contributions to lessen the carbon footprints and making this planet a better place to live. Today, it is everyone’s responsibility to save the environment and make it sustainable for our coming generations. It is considered as everyone’s duty to act in a socially responsible way. And today’s consumers are of the view that corporations and business firms are not an exception. CSR is also known as Conscious Capitalism and Corporate Citizenship. Now, the question arises whether consumers actually care about corporate citizenship and are willing to pay extra cost when it comes to actual buying? A study done by 2004 Cone Corporate Citizenship stated that about 90% of the people favour to switching over to the brands and products that have a good corporate citizenship reputation (2004 Cone Corporate Citizenship Study). Another survey by Nielson on CSR found out that most of the global respondents are willing to pay a premium for the products and services that comes from socially and environmentally responsible company (Nielson Global Survey). This paper examines how Green Marketing is a new tool to CSR. How companies are taking Green Marketing as a Social Initiative. Companies are making strategies that help save the environment and building their image as an eco-friendly company. Is it a strategic CSR? Or Are they really engaged in fulfilling their social responsibility? A take on Strategic CSR of companies by adopting Green Marketing is the main discussion of this paper.

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