The link between Green Marketing and Corporate Social Responsibility in companies: Sustainable strategies for business success
This research aims to explore the relationship between green marketing and corporate social responsibility (CSR) in the business context. A literature review methodology was adopted, selecting studies from databases such as Scopus, Scielo, Elsevier, and Google Scholar. Specific criteria were establi...
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| Publicado en: | Revista de Investigación Valor Agregado |
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| Autores principales: | , |
| Formato: | Artículo de revista |
| Lenguaje: | español |
| Publicado: |
Universidad Peruana Unión
2024
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| Materias: | |
| Acceso en línea: | Ver en el sistema de origen |
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| _version_ | 1881695126094348288 |
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| author | Román Huanay, María Fernanda González Junior, Ivo Pedro |
| author_browse | González Junior, Ivo Pedro Román Huanay, María Fernanda |
| author_facet | Román Huanay, María Fernanda González Junior, Ivo Pedro |
| author_sort | Román Huanay, María Fernanda |
| collection | Revistas |
| container_title | Revista de Investigación Valor Agregado |
| description | This research aims to explore the relationship between green marketing and corporate social responsibility (CSR) in the business context. A literature review methodology was adopted, selecting studies from databases such as Scopus, Scielo, Elsevier, and Google Scholar. Specific criteria were established for the analysis: open-access articles published in the last 10 years, focused on the areas of Business and Sustainability, and consisting of empirical studies or reviews. Out of a total of 60 references, a sample of 42 relevant studies was used. The findings highlight that effective integration between green marketing and CSR can yield significant benefits, enhancing both corporate reputation and consumer trust. Furthermore, this strategic combination not only strengthens the company's image but also boosts its competitiveness in an increasingly sustainability-oriented market. The results provide organizations with a framework for making more informed decisions on how to align their marketing and social responsibility initiatives, thereby enhancing their positive impact on performance and long-term sustainability. |
| format | Online |
| id | oai:riva.upeu.edu.pe:article/2099 |
| institution | UPeU |
| issn | 2413-5836 2410-1168 |
| language | Spanish |
| publishDate | 2024 |
| publishDateRange | 2024 |
| publishDateSort | 2024 |
| publisher | Universidad Peruana Unión |
| publisherStr | Universidad Peruana Unión |
| record_format | ojs |
| revista_str_mv | Revista de Investigación Valor Agregado |
| spelling | oai:riva.upeu.edu.pe:article/20992024-12-11T14:32:28Z The link between Green Marketing and Corporate Social Responsibility in companies: Sustainable strategies for business success El vínculo entre el Marketing Verde y la Responsabilidad Social Corporativa en las empresas: Estrategias sostenibles para el éxito empresarial Román Huanay, María Fernanda González Junior, Ivo Pedro Marketing verde Responsabilidad social corporativa Sostenibilidad empresarial Confianza del consumidor Gree marketing Corporate social responsibility Business sustainability Consumer trust This research aims to explore the relationship between green marketing and corporate social responsibility (CSR) in the business context. A literature review methodology was adopted, selecting studies from databases such as Scopus, Scielo, Elsevier, and Google Scholar. Specific criteria were established for the analysis: open-access articles published in the last 10 years, focused on the areas of Business and Sustainability, and consisting of empirical studies or reviews. Out of a total of 60 references, a sample of 42 relevant studies was used. The findings highlight that effective integration between green marketing and CSR can yield significant benefits, enhancing both corporate reputation and consumer trust. Furthermore, this strategic combination not only strengthens the company's image but also boosts its competitiveness in an increasingly sustainability-oriented market. The results provide organizations with a framework for making more informed decisions on how to align their marketing and social responsibility initiatives, thereby enhancing their positive impact on performance and long-term sustainability. Esta investigación tiene como objetivo explorar la relación entre el marketing verde y la responsabilidad social corporativa (RSC) en las empresas: Estrategias sostenibles para el éxito empresarial. Se adoptó una metodología de revisión de literatura, seleccionando estudios de bases de datos como Scopus, Scielo, Elsevier y Google Scholar. Para el análisis, se establecieron criterios específicos: artículos de acceso abierto, publicados en los últimos 10 años, centrados en las áreas de negocios y sostenibilidad, y que fueran estudios empíricos o revisiones. De un total de 60 referencias, se utilizó una muestra de 42 estudios relevantes. Los hallazgos subrayan que una integración efectiva entre el marketing verde y la RSC puede generar importantes beneficios, mejorando tanto la reputación corporativa como la confianza del consumidor. Además, esta combinación estratégica no solo fortalece la imagen de la empresa, sino que también impulsa su competitividad en un mercado cada vez más orientado hacia la sostenibilidad. Los resultados ofrecen a las organizaciones un marco para tomar decisiones más fundamentadas sobre cómo alinear sus iniciativas de marketing y responsabilidad social, potenciando su impacto positivo en el desempeño y la sostenibilidad a largo plazo. Universidad Peruana Unión 2024-12-06 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf text/html https://riva.upeu.edu.pe/index.php/ri_va/article/view/2099 10.17162/riva.v11i1.2099 Revista de Investigación Valor Agregado; Vol. 11 Núm. 1 (2024): Revista de Investigación Valor Agregado; 81 - 88 2413-5836 2410-1168 spa https://riva.upeu.edu.pe/index.php/ri_va/article/view/2099/2165 https://riva.upeu.edu.pe/index.php/ri_va/article/view/2099/2174 Derechos de autor 2024 Román Huanay María Fernanda, Ivo Pedro González Junior https://creativecommons.org/licenses/by-nc-nd/4.0 |
| spellingShingle | Marketing verde Responsabilidad social corporativa Sostenibilidad empresarial Confianza del consumidor Gree marketing Corporate social responsibility Business sustainability Consumer trust Román Huanay, María Fernanda González Junior, Ivo Pedro The link between Green Marketing and Corporate Social Responsibility in companies: Sustainable strategies for business success |
| title | The link between Green Marketing and Corporate Social Responsibility in companies: Sustainable strategies for business success |
| title_alt | El vínculo entre el Marketing Verde y la Responsabilidad Social Corporativa en las empresas: Estrategias sostenibles para el éxito empresarial |
| title_full | The link between Green Marketing and Corporate Social Responsibility in companies: Sustainable strategies for business success |
| title_fullStr | The link between Green Marketing and Corporate Social Responsibility in companies: Sustainable strategies for business success |
| title_full_unstemmed | The link between Green Marketing and Corporate Social Responsibility in companies: Sustainable strategies for business success |
| title_short | The link between Green Marketing and Corporate Social Responsibility in companies: Sustainable strategies for business success |
| title_sort | link between green marketing and corporate social responsibility in companies sustainable strategies for business success |
| topic | Marketing verde Responsabilidad social corporativa Sostenibilidad empresarial Confianza del consumidor Gree marketing Corporate social responsibility Business sustainability Consumer trust |
| topic_facet | Marketing verde Responsabilidad social corporativa Sostenibilidad empresarial Confianza del consumidor Gree marketing Corporate social responsibility Business sustainability Consumer trust |
| url | https://riva.upeu.edu.pe/index.php/ri_va/article/view/2099 |
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