Literature review concerning corporate social responsibility, green marketing and greenwashing
Literature review concerning corporate social responsibility, green marketing and greenwashing
M32MKT – Contemporary Issues in Marketing
Coventry University
Word count : 2396
28 October 2014
It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently – Benjamin Franklin
ABSTRACT
This literature review identifies different topics in CSR while discussing them with case studies. The first section will link CSR with an industry example Pret a Mager who has successfully adopt CSR. Next section mentions the new law around CSR in India, and looks at the study of Hainmueller, to examine the role of green labels in green marketing, which leads us to interesting recommendations to other companies of how to adopt green marketing. Last case study is to discuss the rise of social media in greenwashing. Finally this review makes recommendations to policy makers and companies.
Table of contents
Introduction 4
1 Corporate Social Responsibility 4
1.1 Definition 4
1.2 Carrol’s pyramid (1991) 4
1.3 Benefits 5
1.4 Code of conduct VS ethic codes 6
1.5 CSR as a law? 6
2. Green Marketing 6
2.1. Definition 6
2.2 Benefits 6
2.3 Green labels 7
3. Greenwashing 7
3.1 Definition 7
3.2 Greenpeace and Social media 7
Conclusion & recommendations 9
References 10
Introduction
While the world is changing, the awareness grows of being responsible. Not only people, but enterprises have to fill their responsibility too, therefore we identify CSR and look at the benefits of it. Reflecting this on an industry example who is doing a good job in adopting CSR. Further India has the first law around CSR, which will be discussed too. Moving on to green marketing, the definition and benefits will be given. While looking closer at green labels and their impact on shoppers. Lastly the term Greenwash will be discussed and the
M32MKT – Contemporary Issues in Marketing
Coventry University
Word count : 2396
28 October 2014
It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently – Benjamin Franklin
ABSTRACT
This literature review identifies different topics in CSR while discussing them with case studies. The first section will link CSR with an industry example Pret a Mager who has successfully adopt CSR. Next section mentions the new law around CSR in India, and looks at the study of Hainmueller, to examine the role of green labels in green marketing, which leads us to interesting recommendations to other companies of how to adopt green marketing. Last case study is to discuss the rise of social media in greenwashing. Finally this review makes recommendations to policy makers and companies.
Table of contents
Introduction 4
1 Corporate Social Responsibility 4
1.1 Definition 4
1.2 Carrol’s pyramid (1991) 4
1.3 Benefits 5
1.4 Code of conduct VS ethic codes 6
1.5 CSR as a law? 6
2. Green Marketing 6
2.1. Definition 6
2.2 Benefits 6
2.3 Green labels 7
3. Greenwashing 7
3.1 Definition 7
3.2 Greenpeace and Social media 7
Conclusion & recommendations 9
References 10
Introduction
While the world is changing, the awareness grows of being responsible. Not only people, but enterprises have to fill their responsibility too, therefore we identify CSR and look at the benefits of it. Reflecting this on an industry example who is doing a good job in adopting CSR. Further India has the first law around CSR, which will be discussed too. Moving on to green marketing, the definition and benefits will be given. While looking closer at green labels and their impact on shoppers. Lastly the term Greenwash will be discussed and the
References: Afsharipour, A. (2011) Seattle University Law Review 34: 995-1024 Arnold, C.R Carroll, A.B. (1991) ‘The Pyramid of Corporate Social Responsibility: Toward the Moral Management of Organizational Stakeholders’, Business Horizons [online] July-August Choudhary, A. and Gokarn S.(2013) Journal of arts, science and commerce 4 (3): 26-32 Darnell, N., Pointing, C Galbreath, J. (2010) European Business Review 22 (4): 411 - 431 Gallicano, T.(2011) Public Relations Journal 5 (3):1-21 Greening, D.W. and Turban, D.B. (2000) Business and Society 39: 254‐80 Greenpeace (2014) ‘Lego ends 50 year link with shell after one million people respond on save artic campaign’ [online] 9 October GreenpeaceVideo (2014) ‘Lego : Everything Is not awesome’[online] 8 July. Available from < http://www.youtube.com/watch?v=qhbliUq0_r4 > [19 October 2014] Grigore, G Kinoti (2011) International Journal of Business and Social Science 2 (23): 264-273 Kotler, P Löber, H. (2012) Corporate Management, Corporate Social Responsibility and Customers : An Empirical Investigation. Hamburg: Diplomica Verlag. Mamic, I. (2004) Implementing Codes of Conduct : How Businesses Manage Social Performance in Global Supply Chains. Sheffield: Greenleaf Publishing. Paliwal, M. (2006), Business Ethics. Daryagan: New Age International. Gulshan, S.S., and Paliwal, M.(2008) Law, Ethics and Communication. Daryaganj: New Age International. Polonsky M. J. (1994) ‘An introduction to Green marketing’, Electronic Green Journal 1(2) Pret a Manger (2014) Pret a Manger[Online] available from < http://www.pret.com > [23 October 2014] Rajeshkumar, L.(2012) Naamex International Journal of Management Research 128 (2): 128-136 Ross, D Ryan, T. (2012) Journal of Research for consumers 22 :71-96 Schwartz, M Urip, S. (2010) CSR Strategies : Corporate Social Responsibility for a Competitive Edge in Emerging Markets. Hoboken: John Wiley & Sons. Van Zile, C. (2012) Asian-Pacific Law & Policy Journal 13 (2):269-303 Visser, W., Matten , D., and Pohl, M Weber, Leonard J.(2006) Profits Before People? : Ethical Standards and the Marketing of Prescription Drugs. Bloomington: Indiana University Press.