Even though many people believe man-made global warming is a hoax, does it damage or
benefit a company to continue to engage in green marketing? How does it relate to corporate
social responsibility (CSR) and marketing ethics? Provide an analysis of a company that is
practicing and promoting green marketing. Are they successful in their efforts? Why or why not?
Even though many people believe man-made global warming is a hoax, it benefits a company to
continue to engage in green marketing. Green marketing is a term often used to refer to business
using environmentally friendly production, distribution and sourcing practices that allow them to
gain favor with consumers (Ashe-Edmunds, 2013). In addition to helping boost sales, green
marketing can help companies reduce operating and production costs, specifically by lowering
energy usage (Ashe-Edmunds, 2013). Further, companies that are environmentally sensitive are
more attractive to potential employees who want to become part of a positive corporate culture
(Ashe-Edmunds, 2013). Being environmentally forward-thinking, socially aware and
contributing to solving global issues no longer guarantees business a competitive edge (Dulin,
2016). It is now the norm (Dulin, 2016).
Marketing ethics and social responsibility have become more and more important in recent years,
and their role in the strategic planning process has grown as well (Ferrell and Hartline, 2014, p.
227). Research has shown that a company’s ethical behavior can enhance its reputation and
contribute significantly to its bottom line (p. 227). Corporate social responsibility actions help to
make corporations/businesses appear concerned about creating a healthy work environment and
community in order to increasingly attract and retain employees and customers (Stern, 2015 p.
5). It is broad concept that relates to an organization’s obligation to maximize its positive impact
on society while minimizing its negative impact Ferrell and Hartline, 2014, (p. 229). One of the
more common ways marketers demonstrate social responsibility is through programs designed to
protect and preserve the natural environment (p. 232). Companies can make contributions to
sustainability by adopting eco-friendly business practices and supporting environmental
initiatives (p. 232).
Although some consumers are not concerned with the environment and do not buy into the
theory of global warming, there are just as many who are heavily invested in ensuring the well-
being of the environment. An organization’s reputation can potentially be ruined by ethical