The footprint of green marketing and corporate social responsibility in organizations
DOI:
https://doi.org/10.56880/experior42.4Keywords:
green marketing, corporate social responsibility, corporate sustainability, corporate legitimacy, shared valueAbstract
This study analyzes the relationship between green marketing and CSR, given the growing pressure for sustainability and the risk of greenwashing. The objective was to describe the impact of green marketing on organizations' corporate social responsibility, considering its potential to generate trust and competitive advantages when authentic. The central question guiding the research was: What is the impact of green marketing on organizations' CSR? A qualitative and documentary study was used, reviewing scientific articles, reports, business cases, and underlying theories. The thematic analysis identified eight axes: green marketing, CSR, greenwashing, sustainable consumption, regulations, stakeholder theories, and corporate legitimacy. The results showed that green marketing transcends advertising, integrating into CSR models such as Elkington's Triple Bottom Line, Shared Value, and stakeholder models, which align the interests of affected groups with companies such as Patagonia, Unilever, and IKEA, demonstrating that authentic green practices improve reputation and competitiveness and align with the SDGs. The conclusion is that green marketing leaves a positive impact on CSR when integrated strategically, ethically, and transparently, avoiding greenwashing. Its impact includes improved reputation, consumer loyalty, and a contribution to sustainable development, provided the actions are verifiable and structural.
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