Broadening the concept of green marketing: Strategic corporate social responsibility

Abstract

This chapter investigates the concept of strategic corporate social responsibility to broaden the concept of green marketing. The guiding thesis is that social marketing has evolved throughout the decades and has led to strategic corporate social responsibility. There is however a lack of consensus on the definition of corporate social responsibility as the fundamental norm of this strategic state. In this chapter a strategic framework that offers to broaden the concept of green marketing is provided. This chapter also explores the nature of strategic corporate social responsibility with a view towards understanding its components. Then discussion is framed by CSR theories and critical approaches. © 2016 Elsevier B.V. All rights reserved.