Demidov V.V.Published in:
Journal of Economics, Entrepreneurship and Law
– Volume 9, Number 4 (October-December 2019)

JEL classification: M14, M21, M31

Keywords: corporate social responsibility, green development policy, green loyalty program, greenwash, marketing


Share:

Abstract:

This article is the author's attempt to give an explanation of the development around the environmental agenda of the so-called green loyalty programs aimed at making a feasible contribution to the care of the environment. Based on the comparison of corporate marketing policy and corporate social responsibility, the author substantiates why such initiatives as green loyalty programs, in fact, are much more of a green PR than an effective tool for changing the usual way in the company's relations with its customers. The author concludes that the green loyalty program is a marketing technique formed under the influence of the inclusion of fears for the safety of the environment in the consumer insight.

---

References:
Arakelov I.V., Kublin I.M. (2018). Kak «priruchit» klienta [How to "tame" the client]. Journal of Marketing in Russia and Abroad. (1(123)). 15-23. (in Russian).
Brown J., Forster A. (2013). CSR and Stakeholder Theory: A Tale of Adam Smith Journal of Business Ethics. (112(2)). 301-312.
Cordeiro J., Tewari M. (2015). Firm Characteristics, Industry Context, and Investor Reactions to Environmental CSR: A Stakeholder Theory Approach Journal of Business Ethics. (130(4)). 833-849.
Davydenko E.A., Vorobev D.A., Lomot D.P. (2019). Ispolzovanie potrebitelskogo insayta v brendinge [The use of consumer insight in branding]. Brend-menedzhment. (1(100)). 30-35. (in Russian).
Dubey A.R. (2018). Study of Factors of Green Loyalty in Context of Green Products and Services: Mediation Evidences of Green Trust of Customers of Hotel Chains in UAE Journal of Asian Business Management. (10(2)). 87-100.
McCall J.J. (2002). Leadership and Ethics: Corporate Accountability to Whom, for What and by What Means? Journal of Business Ethics. (38(1-2)). 133-139.
Murphy J.M. (1992). Branding: A Key Marketing Tool London: Palgrave Macmillan.
Rese M., Hundertmark A., Schimmelpfennig H., Schons L.M (2013). Loyalty Program Types as Drivers of Customer Retention: A Comparison of Stand-alone Programs and Multi-vendor Loyalty Programs through the Lens of Transaction Cost Economics International Review of Retail, Distribution and Consumer Research. (23(3)). 305-323.
Waddock S. (2004). Creating Corporate Accountability: Foundational Principles to Make Corporate Citizenship Real Journal of Business Ethics. (50(4)). 313-327.