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Customer Trust through Green Corporate Image, Green Marketing Strategy, and Social Responsibility: A Case Study

Author

Listed:
  • Sri Widyastuti
  • Muhammad Said
  • Safitri Siswono
  • Dian Andi Firmansyah
Abstract
Purpose: The aim of this research is to study the public awareness on the consumption of green products. It begins with the community’s increased interest in the environment, arising from their desire to help in the reduction of the impact of environmental damage by becoming an intelligent consumer. Design/Methodology/Approach: The research was conducted through a survey method using customers of Unilever. The sample result was determined by the purposive sampling of about 225 customers in Jakarta and its surrounding areas. Both programs succeeded simultaneously, helped with the building of a green corporate image, which shows the green marketing implementation, its marketing strategy and its corporate social responsibility program which is highly beneficial and memorable to the community. Findings: The research was conducted within the available region and a limited sample from manufacturing firms to make it a little bit less unspecific to findings. More consumers and communities should be invited to care for the environment. They should also have the ability to prove and commit to the community in the implementation of their corporate social responsibility program in order to minimize the environmental impact of not just the corporate image of the company, but also their operational processes. Practical Implications: Green marketing implementation into marketing strategy and corporate social responsibility program bring benefit, high imperative to the community, and positive value to the company's green image. Originality/Value: The study would enable the company to become a key driver in green marketing initiatives, potentially leading to the creation of new economic growth, a green environment and help improve public health.

Suggested Citation

  • Sri Widyastuti & Muhammad Said & Safitri Siswono & Dian Andi Firmansyah, 2019. "Customer Trust through Green Corporate Image, Green Marketing Strategy, and Social Responsibility: A Case Study," European Research Studies Journal, European Research Studies Journal, vol. 0(2), pages 83-99.
    • Handle: RePEc:ers:journl:v:xxii:y:2019:i:2:p:83-99
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    References listed on IDEAS

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    Citations

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    Cited by:

    1. Leszek Dziawgo, 2021. "Energy Sectors on Capital Market – Financing the Process “Towards Sustainability”," European Research Studies Journal, European Research Studies Journal, vol. 0(2B), pages 938-955.
    2. S. M. Shafiul Alam & K. M. Zahidul Islam, 2021. "Examining the role of environmental corporate social responsibility in building green corporate image and green competitive advantage," International Journal of Corporate Social Responsibility, Springer, vol. 6(1), pages 1-16, December.
    3. Joseph Elmer G. Noval, 2023. "Green Marketing Practices and Corporate Social Responsibility as Predictors of Organizatonal Commitment among the Selected Food Manufacturing Companies in Davao City," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 7(9), pages 914-929, September.
    4. You-Kyung Lee, 2020. "The Relationship between Green Country Image, Green Trust, and Purchase Intention of Korean Products: Focusing on Vietnamese Gen Z Consumers," Sustainability, MDPI, vol. 12(12), pages 1-15, June.
    5. Anna Pietruszka-Ortyl & Małgorzata Cwiek, 2021. "Trust in the Diffusion of Professional Knowledge," European Research Studies Journal, European Research Studies Journal, vol. 0(Special 1), pages 989-1009.
    6. Joanna Wyrwisz & Jacek Dziwulski, 2021. "Sustainability as a Brand Power Factor in the Women's and Men's Assessment," European Research Studies Journal, European Research Studies Journal, vol. 0(Special 2), pages 357-367.
    7. Arian Matin & Tornike Khoshtaria & Metin Marcan & Davit Datuashvili, 2022. "The roles of hedonistic, utilitarian incentives and government policies affecting customer attitudes and purchase intention towards green products," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(4), pages 709-735, December.
    8. Aditya Halim Perdana Kusuma Putra & Siti Mariam & Moh. Tafsir & Novita Rosanti, 2024. "Deciphering the Green Marketing Puzzle: Understanding the Interplay of Green Marketing Strategic Orientation, Attitude towards Green Marketing, Brand Integrity, and Purchase Intention," International Review of Management and Marketing, Econjournals, vol. 14(4), pages 210-229, July.
    9. Alencar Bravo & Darli Vieira & Thais Ayres Rebello, 2022. "The Origins, Evolution, Current State, and Future of Green Products and Consumer Research: A Bibliometric Analysis," Sustainability, MDPI, vol. 14(17), pages 1-25, September.
    10. Bahareh Abedin & Youssef Falih Jaber & Manuela Rozalia Gabor & Mahmood Yahyazadehfar & Meysam Shirkhodaie, 2024. "Identifying Factors Affecting the Implementation of Green Marketing Strategy," Economics and Applied Informatics, "Dunarea de Jos" University of Galati, Faculty of Economics and Business Administration, issue 2, pages 14-25.
    11. Khachatryan, Hayk & Rihn, Alicia & Wei, Xuan, 2021. "Consumers’ Preferences for Eco-labels on Plants: The Influence of Trust and Consequentiality Perceptions," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 91(C).
    12. Gain Park & Hyun Soon Park, 2020. "Communicating Sustainability to Ethnocentric Consumers in China: Focusing on Social Distance from Foreign Corporations," Sustainability, MDPI, vol. 13(1), pages 1-15, December.

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    More about this item

    Keywords

    Green marketing; CSR; customer trust; green corporate image.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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