The paper "Green Marketing and Corporate Social Responsibility" is a good example of marketing coursework. Over time, there have been rising concerns over the environmental and socio-economic consequences that companies or businesses have on the local communities that they operate in. Consumers have increasingly become aware of the role that multinational companies play in their local community and society in general (Straughan & Roberts, 1999). Companies whose operations, processes, products or practices have brought about negative impacts on the environment and the community have been subjected to harsh criticism and a negative public image (Lash & Wellington, 2007).
Consequently, many companies have developed initiatives in an attempt to become more sensitive to the socio-economic and environmental issues affecting the community. Some of the common initiatives instituted by a number of companies in an attempt to become sensitive to the needs of the community include green marketing and corporate social responsibility. Green marketing can be defined as a marketing strategy geared towards the production and sale of “ green” products or products that are environmentally friendly. The two key aims of green marketing include; the improvement of the environment and customer satisfaction (Stafford et al, 2006).
On the other hand, corporate social responsibility can be regarded as a relationship between companies and the community whereby companies are responsible for the community and the environment in which they operate. Corporate social responsibility can be expressed through a company’ s initiatives to contribute to socio-economic programs within the community and initiatives of addressing environmental issues (Snider, Hill & Martin, 2003). Currently, businesses are often seen implementing “ green marketing” and “ corporate social responsibility” practices. However, it is questionable whether these businesses truly care about society or they implement these initiatives in order to differentiate themselves from their competitors.
This essay seeks to discuss whether companies implement “ green marketing” and “ corporate social responsibility” practices due to their care for society or in order to differentiate themselves from their competitors. It will provide examples of companies which are known for implementing green marketing” and “ corporate social responsibility” practices and analyse whether some these companies carry these practices out of the genuine concern and care for the community or in order to build their public image and differentiate themselves from their competitors. “ Green Marketing” Polonsky (1994) defines green marketing as the activities aimed at facilitating or generating anything that satisfies the human needs provided that the satisfaction of the alleged needs occurs with minimal or least possible harm to the environment.
Hence, green marketing incorporates process in the supply chain, marketing and advertising of products. This definition extends the scope of green marketing to incorporate services like eco-tourism and it just not limited to products. It implies that in order to fully implement green marketing, companies must endeavour to demonstrate the way in which their products and even services contribute to the overall improvement of “ green-ness” or ecological efficiency (Polonsky, 1994).
Similarly, Haran & Bhandari (2008) define green marketing as the creation or manufacturing and distribution of products that are ecologically safe. The basis of this definition is on the characterisations of products that are less toxic, ecologically safe, reusable, recyclable and more durable (Haran & Bhandari, 2008). Basically, green marketing can be regarded as the activities aimed at the production and sale of “ green” or environmentally friendly products.
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