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Examining the effects of green marketing on brand and corporate image

Author

Listed:
  • Esra Kalmaz

    (Istanbul Bahcesehir University, 34353, Istanbul, Turkey)

  • Pelin Vardarlier

    (School of Business, Istanbul Medipol University, Istanbul, Turkey)

Abstract

Consumers highly value environmentally-conscious companies in today's world. These businesses announce their environmental awareness through various marketing tools such as advertising, public relations, sponsorship, social responsibility projects. These methods provide support to environmentalist images of brands since they are informative yet in some cases, they are perceived as unnatural by consumers. It is possible to say that being consistent and plain for actions taken for environmental activities have a direct impact on whether these activities are unnatural or sincere. In the article, the effects on brand and corporate image of green marketing practices of businesses were examined. While examining the image created by the green marketing practices of the brands in the consumer's mind, it is also important to examine the actions taken for social responsibility. Therefore, the green marketing application processes of the corporate social responsibility approach are examined. In this article, a fuel company's advertising film, which is known as environmentally friendly with green marketing practices, has been examined according to the semiotic analysis method.

Suggested Citation

  • Esra Kalmaz & Pelin Vardarlier, 2020. "Examining the effects of green marketing on brand and corporate image," International Journal of Business Ecosystem & Strategy (2687-2293), Bussecon International Academy, vol. 2(3), pages 1-19, July.
    • Handle: RePEc:adi:ijbess:v:2:y:2020:i:3:p:1-19
    DOI: 10.36096/ijbes.v2i3.211
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    References listed on IDEAS

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    1. Ven van de, B. & Graafland, J.J., 2006. "Strategic and moral motivation for corporate social responsibility," MPRA Paper 20278, University Library of Munich, Germany.
    2. Aseem Prakash, 2002. "Green marketing, public policy and managerial strategies," Business Strategy and the Environment, Wiley Blackwell, vol. 11(5), pages 285-297, September.
    Full references (including those not matched with items on IDEAS)

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