The link between Green Marketing and Corporate Social Responsibility in companies: Sustainable strategies for business success
DOI:
https://doi.org/10.17162/riva.v11i1.2099Keywords:
Gree marketing, Corporate social responsibility, Business sustainability, Consumer trustAbstract
This research aims to explore the relationship between green marketing and corporate social responsibility (CSR) in the business context. A literature review methodology was adopted, selecting studies from databases such as Scopus, Scielo, Elsevier, and Google Scholar. Specific criteria were established for the analysis: open-access articles published in the last 10 years, focused on the areas of Business and Sustainability, and consisting of empirical studies or reviews. Out of a total of 60 references, a sample of 42 relevant studies was used. The findings highlight that effective integration between green marketing and CSR can yield significant benefits, enhancing both corporate reputation and consumer trust. Furthermore, this strategic combination not only strengthens the company's image but also boosts its competitiveness in an increasingly sustainability-oriented market. The results provide organizations with a framework for making more informed decisions on how to align their marketing and social responsibility initiatives, thereby enhancing their positive impact on performance and long-term sustainability.
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Copyright (c) 2024 Román Huanay María Fernanda, Ivo Pedro González Junior
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