Strategic Marketing for Sustainable Development: Promoting Environmental Responsibility and Corporate Social Responsibility
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Date
2024-07
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IPRJB
Abstract
Purpose: The aim of the study was to examine the
Strategic Marketing for Sustainable Development:
Promoting Environmental Responsibility and Corporate
Social Responsibility.
Methodology: This study adopted a desk methodology. A
desk study research design is commonly known as
secondary data collection. This is basically collecting data
from existing resources preferably because of its low cost
advantage as compared to a field research. Our current
study looked into already published studies and reports as
the data was easily accessed through online journals and
libraries.
Findings: The study found that strategic marketing plays
a crucial role in promoting environmental responsibility
and Corporate Social Responsibility (CSR) within
organizations. The studies reviewed highlight the
effectiveness of various marketing initiatives, such as
green marketing strategies, cause-related marketing
campaigns, and integrated communication approaches, in
fostering positive consumer perceptions, enhancing brand
reputation, and driving sustainable business practices. By
prioritizing credible and transparent communication about
CSR initiatives, businesses can strengthen stakeholder
relationships, build trust, and differentiate themselves in
the marketplace.
Unique Contribution to Theory, Practice and Policy:
Stakeholder Theory, Relationship Marketing Theory &
Diffusion of Innovation Theory may be used to anchor
future studies on Strategic Marketing for Sustainable
Development: Promoting Environmental Responsibility
and Corporate Social Responsibility. Integrated marketing
communication (IMC) that incorporates sustainability
messages across all touchpoints is essential for promoting
environmental responsibility and CSR effectively.
Organizations should ensure that their communication
strategies are consistent, transparent, and aligned with
their sustainability goals. By integrating sustainability
messages into marketing campaigns, product packaging,
corporate websites, and social media channels, businesses
can reinforce their commitment to sustainability and build
trust with consumers. Businesses should actively engage
in advocacy efforts to promote supportive policy
frameworks that incentivize and reward sustainable
practices. By collaborating with policymakers, industry
associations, and non-governmental organizations,
organizations can influence the development of policies
that facilitate the transition towards a more sustainable
economy.
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Citation
Kiptoo, M. (2024). Strategic Marketing for Sustainable Development: Promoting Environmental Responsibility and Corporate Social Responsibility. International Journal of Strategic Marketing Practice, 6(2), 46-56.