Green Marketing: integrated social and environmental responsibility in the marketing environment
PDF (Português (Brasil))
PDF
PDF (Español (España))

Keywords

Green marketing. Environmental management. Social responsibility. Environmental responsibility.

How to Cite

Dalmoro, M., Venturini, J. C., & Diniz Pereira, B. A. (2009). Green Marketing: integrated social and environmental responsibility in the marketing environment. Review of Business Management, 11(30), 38–52. https://doi.org/10.7819/rbgn.v11i30.232

Abstract

This study aims to describe and analyze as social and environmental responsibility is integrated in the marketing strategy of a Coca-Cola Company franchisee. By the perceptions of Karna, Hansen and Juslin (2001), environment marketing is described based on three hierarchical levels: strategic, structural and functional marketing. There has been developed a qualitative approach through case study, in which the data were collected through semi-structured interviews with people involved in the process of environmental and social management of the franchisee company. Data treatment was used in the analysis of content. In the interviewer’s perception, the company is in advanced process of integration across the organization of a green marketing culture, primarily by the relationship of the franchisee maintained with the Coca-Cola Company. It is observed that the franchisee enterprise as the company, in general, are in a pro-active situation in green marketing terms, even if the institutional environment does not comply with its fullest role.

Key words: Green marketing. Environmental management. Social responsibility. Environmental responsibility.

https://doi.org/10.7819/rbgn.v11i30.232
PDF (Português (Brasil))
PDF
PDF (Español (España))

If a paper is approved for publication, its copyright has to be transferred by the author(s) to the Review of Business Management – RBGN.

Accordingly, authors are REQUIRED to send RBGN a duly completed and signed Copyright Transfer Form. Please refer to the following template: [Copyright Transfer]

The conditions set out by the Copyright Transfer Form state that the Review of Business Management – RBGN owns, free of charge and permanently, the copyright of the papers it publishes. Although the authors are required to sign the Copyright Transfer Form, RBGN allows authors to hold and use their own copyright without restrictions.

The texts published by RBGN are the sole responsibility of their authors.

The review has adopted the CC-BY Creative Commons Attribution 4.0 allowing redistribution and reuse of papers on condition that the authorship is properly credited.