Peattie, (1992) defined Green Marketing as:
‘The management process responsible for identifying, anticipating and satisfying the requirements of customers and society in a profitable and sustainable way.’
Even though this definition goes almost two decades back, the meaning of this discipline remains faithful to the previous idea, what has changed throughout these years is the fact that the environmental conditions have worsened and deepened, creating a stronger necessity for green marketing and related areas to step up.
Apaolaza and Hartmann (2006) add that in current times green marketplaces are rising in different corners of the world focusing on satisfying the expectations of a new green consumer segment. Green products are not only being produced by specialized companies but also by the traditional organizations that have become interested in this market. However the author emphasize that this green behaviour have had little impact on the environment and its improvement, factor that in the future could disincentive consumers, which see these array of green labels as a way to help the planet and avoid radical climate changes.
The embrace and application of greener policies should not be taken slightly and it should respond to a real conviction of changing the business culture. As Polonsky and Rosenberger (2001) explain, Green Marketing can become part of the ‘Cultural fabric’ that connects an entire organization together. It should be embraced in all levels of the company, expanding from its core values, its culture and to its business strategies.
Polonsky and Rosenberger (2001) also outline two relevant factors in a company’s decision to become greener: extern...
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...Grant et al (2007) emphasize that the correct use of CRM and CSR could produce positive results for the organization, such as an emotional relation with consumers and stakeholders. It also differentiates the company from competitors and improves the overall reputation of the organization.
Succinctly, the use of Relationship Marketing strategies can be well encompassed with the application and subsequent communication of Corporate Social Responsible programs. As Lindgreen et al. (2009) suggest CSR practices are more widely used by organizations that have developed a strong sense of Relationship Marketing in their business strategies:
‘In the process of building and engaging in relationships, networks and interaction with customers and others stakeholders, managers look for CSR practices to generate trust, loyalty and support and product differentiation.’
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