The Relationship Between Green Marketing Strategy and Corporate Social Responsibility

Abstract

In today’s consumer terrain, the integration of green marketing strategy and corporate social responsibility is very significant. The integration has led to production of quality products, alignment of brands with their respective values and the impact of the general market to society and well-being. This study seeks to understand the synergies between green marketing and corporate social responsibility from the following dimensions; historical evolution, theoretical underpinnings, challenges and the role of regulations in the market. The study will use key theoretical frameworks such as Stakeholder theory, the Triple Bottom Line, Shared value concept and diffusion of innovation to achieve the study’s goals. Findings from literature indicate that integrating Green Marketing and CSR poses critical challenges such as green washing, cost considerations and measuring effectiveness. To avert these challenges, recommendations such as transparency and investing in sustainable practices was fronted. Summative, embracing the synergies between Green Marketing and CSR benefit both the businesses but also society and environment paving way for a more sustainable and equitable future.