Abstract:While “green marketing” has emerged as powerful competitive force, many markets lack clear institutional standards or knowledgeable customers to allow firms committed to sustainable practices to differentiate themselves from opportunistic, green‐washing competitors. Within these contexts we propose a firm‐level lens based on authentic firm reputation as an important, yet poorly understood, competitive force. Drawing on interview data from the architectural design services context we identify the elements that … Show more
“…Among the 52 articles focusing on CSR-related authenticity, five articles were conceptual papers with no primary data. Topics include critical analysis of authenticity in current CSR and sustainability communication and practice (Mahsud et al , 2018; Morsing, and Spence, 2019) and theorization and modeling of authentic CSR construction (Parkman and Krause, 2018; Vredenburg et al , 2020). There were 47 empirical studies, among which 21 studies contained qualitative research methods, and 27 studies used quantitative research methods, with one article using mixed methods of surveys and in-depth interviews (Yang et al , 2020).…”
Purpose
This study aims to crystallize the research landscape of corporate social responsibility (CSR) authenticity by systematically analyzing CSR scholarships published in peer-reviewed journals from 2007 to 2021.
Design/methodology/approach
Quantitative content analysis was used to systematically analyze 52 peer-reviewed articles on CSR authenticity. In particular, this study coded the conceptualizations and operationalizations of CSR authenticity, research contexts, applied theoretical frameworks and constructs associated with authenticity in the CSR scholarships.
Findings
This study’s analysis revealed that CSR authenticity is a multifaceted and multidimensional concept researched in various contexts. Yet, it still lacks clear and consistent conceptualization and theorization. Methodologically, qualitative and quantitative methods have equally contributed to the investigation of CSR authenticity. However, scale development and validation still need to improve.
Research limitations/implications
The sample of this research is limited by the searching method and language restriction. This research contributes to CSR scholarships by describing the growing landscape of CSR authenticity research, identifying key research gaps and offering suggestions for future research.
Practical implications
Practitioners can use the findings as references to develop more authentic CSR activities.
Originality/value
This study is an early attempt to examine the research on CSR authenticity, which has been inconclusive and disorganized, despite the rapid growth of publications in recent years.
“…Among the 52 articles focusing on CSR-related authenticity, five articles were conceptual papers with no primary data. Topics include critical analysis of authenticity in current CSR and sustainability communication and practice (Mahsud et al , 2018; Morsing, and Spence, 2019) and theorization and modeling of authentic CSR construction (Parkman and Krause, 2018; Vredenburg et al , 2020). There were 47 empirical studies, among which 21 studies contained qualitative research methods, and 27 studies used quantitative research methods, with one article using mixed methods of surveys and in-depth interviews (Yang et al , 2020).…”
Purpose
This study aims to crystallize the research landscape of corporate social responsibility (CSR) authenticity by systematically analyzing CSR scholarships published in peer-reviewed journals from 2007 to 2021.
Design/methodology/approach
Quantitative content analysis was used to systematically analyze 52 peer-reviewed articles on CSR authenticity. In particular, this study coded the conceptualizations and operationalizations of CSR authenticity, research contexts, applied theoretical frameworks and constructs associated with authenticity in the CSR scholarships.
Findings
This study’s analysis revealed that CSR authenticity is a multifaceted and multidimensional concept researched in various contexts. Yet, it still lacks clear and consistent conceptualization and theorization. Methodologically, qualitative and quantitative methods have equally contributed to the investigation of CSR authenticity. However, scale development and validation still need to improve.
Research limitations/implications
The sample of this research is limited by the searching method and language restriction. This research contributes to CSR scholarships by describing the growing landscape of CSR authenticity research, identifying key research gaps and offering suggestions for future research.
Practical implications
Practitioners can use the findings as references to develop more authentic CSR activities.
Originality/value
This study is an early attempt to examine the research on CSR authenticity, which has been inconclusive and disorganized, despite the rapid growth of publications in recent years.
“…Using advertising to project an image of authenticity is difficult because mass marketing methods are believed to undermine such claims (Lessne & Venkateshan, 1989; Malhotra et al, 2017). Parkman and Krause (2018) even proposed a “Diamond” model to examine the authenticity of green advertising and help the firms to develop authentic reputations for their green advertising. Gilmore and Pine (2007) also identified two different dimensions to classify (un)authentic business offerings, which are (1) being true to own self, constituting self‐reflexive criterion; and (2) being true to others, constituting relational criterion.…”
Section: Literature Review and Conceptual Frameworkmentioning
The present study investigates the impact of advertisement authenticity and the role of various latent variables in determining customers' pro-environmental behavior. Data have been collected from 731 respondents belonging to the North Indian region through a convenience sampling technique. Structural equation modeling technique has been employed to measure the impact of identified dimensions on customers' proenvironmental behavior. The study results validated that pro-environmental behavior is significantly determined by advertisement authenticity, trustworthiness, threat appeal, environmental threat appeals, and perceived severity. The findings further provide substantial insights that validate the use of threat appeal in green advertising, thus enabling the advertisers, marketers, and government agencies to develop robust and effective marketing strategies for promoting the use of ecofriendly products.
“…strategic green marketing, tactical green marketing, and operational green marketing. Some definitions of green marketing (see Table 1) clearly represent one particular dimension of green marketing (Mahamuni, Tambe, 2014;D'Souza et al, 2015;Singh et al, 2016;Ahmadzadeh et al, 2017); others demonstrate multidimensional approaches to green marketing (Papadas et al, 2017;Ranjan, Kushwaha, 2017;Parkman, Krause, 2018).…”
Section: Dimensions Of Green Marketingmentioning
confidence: 99%
“…The concept of green marketing prevails to deliver commercial, environmental, and social benefits ( Figure 3). Majority of studies of green marketing (Sharma, Iyer, 2012;Anand, 2013;Mahamuni, Tambe, 2014;Mishra, Sharma, 2014;Suresh, 2014;Garg, 2015;Wymer, Polonsky, 2015;Zampese et al, 2016;Lazar, 2017;Papadas et al, 2017;Parkman, Krause, 2018;Shi, Yang, 2018;Talebi et al, 2018) emphasize commercial benefits of particular orientation. There exists sufficient evidence that proves the positive impact of green marketing upon the following aspects: -Strengthening relationships with customers.…”
Section: Benefits Of Green Marketingmentioning
confidence: 99%
“…Green marketing is a powerful competitive force; it helps to maintain a continuous competitive advantage. Companies that adopted green marketing may achieve a sustainable competitive advantage over the companies that have not (Sharma, Iyer, 2012;Anand, 2013;Mahamuni, Tambe, 2014;Mishra, Sharma, 2014;Lazar, 2017;Papadas et al, 2017;Parkman, Krause, 2018;Shi, Yang, 2018;Talebi et al, 2018). In some cases, activities of competitors stimulate organizations to make changes in their marketing activities (Mahamuni, Tambe, 2014) or access new markets (Mishra, Sharma, 2014).…”
Global economic fluctuation, post-Brexit challenges, changes in the landscape of corporate social responsibility are pushing managers to build sustainability into the performance of marketing mix. Traditional marketing is no longer able to address all the issues in modern markets. This led to green marketing, a new marketing philosophy. The paper provides researchers and marketing managers with a comprehensive view of the concept of green marketing, its causes, contents, and outcomes. Authors suggest a structured and outcome-based viewpoint to the construct of green marketing. Theoretical presumptions confirm structuration of green marketing initiatives to strategic, tactical, and operational levels. It was found out that cohesive marketing activities in these levels have the crucial impact of green marketing in organizational, environmental, and social contexts. Strategic, tactical, and operational activities in the field of green marketing may lead to business development, improvement of the natural ecosystem, and increased quality of life. The findings of the research present opportunities for researchers and managers to apply green marketing orientation.
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