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
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