Implementation of Green Marketing in Corporate Social Responsibility on the Example of Companies from Serbia

Abstract

The purpose of this chapter is to investigate and synthesize the results of earlier research on sustainable development, the role of green marketing, corporate social responsibility (CSR) and greenwashing. The authors emphasize that environmental sustainability issues and the CSR have to be more deeply integrated into green marketing strategies. In order to preserve a favourable environmental corporate image, one should not fall into the traps of greenwashing. The authors analyse the available definitions and implications of green marketing, CSR and the experience of greenwashing, as well as their role in sustainable development. For this purpose, a meta-analysis of extensive available literature sources, research results, case studies and some statistical data was applied. The chapter also provides an overview of successful examples of the green marketing application in some companies from Serbia. While green marketing practices and CSR have a positive impact on sustainable development, the same does not apply to greenwashing.