Environmental Corporate Social Responsibility Management and Strategy to Reshaping Consumer Behaviour

Abstract

Plastics have become a major issue to our environment especially the unavoidable usage of plastic straws whenever you buy drinks. Plastic straws, lid and stirrer is not completely biodegrades. Ban the straws is not possible since it is an accessible tool to mankind especially to disable people. This issue can be solved with collective effort amongst the customers and companies to replace plastic straw with biodegradable straws. This paper provides review on the contribution and potential of consumer behaviour concept and marketing capabilities in initiating the right mindset in promoting pro-environmental behaviour. A feasible framework model is proposed to companies especially food and beverages companies. The framework comprise of two key issues (1) sustainable competitive advantage to companies (2) promoting pro-environmental behaviour amongst customers. The first key issue discusses about how companies can benefits from environmental friendly practice. These benefits comprise of sustainable branding, incorporating in corporate social responsible and better business performance. The second key issue discusses systematic perspective for food and beverages companies to promote understanding and changing environmental behaviour of their customers. Huge franchise chain food and beverages companies like McDonald and Starbucks support on biodegradable straw, lid and stirrer would contribute to a snowballing effect worldwide. McDonalds is in 100 countries and having more than 35,000 restaurants worldwide, is more than capable to promote pro-environmental behaviour to their customers. This paper provides a feasible framework for McDonalds and Starbucks to initiate the pro-environment lifestyle and experience towards sustainable competitive advantage. This paper also proposes some strategies suggest to reshaping consumer behaviour which include the government, company and customer. Thus, provide recommendation to carry more studies on Environmental Corporate Social Responsibility Management model and preventive measure in managing plastics issues for future research.