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Environmental Aspects as an Area of CSR and Building the Image of Retailers’ Private Labels

Author

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  • Spyra Zbigniew

    (University of Economics in Katowice, Poland, Faculty of Informatics and Communication, Department of Market and Marketing Research)

Abstract

The article attempts to analyze the environmental concern as one of the dimensions of CSR used by today’s retailers in the process of creating the image of their own brands. In order to fully present the purpose of the article, it was divided into parts. Firstly, the conditions for the implementation of the concept of CSR in the strategies of developing retailers’ private labels were presented. Secondly, the author identified the most commonly used tools for the construction of “environment-friendly image” by today’s retailers. The final section of the article presents selected examples of retailers’ involvement in building the “social” value of their brands using “environmental care”. The article argues that modern retailers are increasingly aware of the importance of the environmental aspect in creating the image of their brands. This article is based on in-depth studies of domestic and foreign literature of the subject and on the analysis of content of society reports of the 10 largest retail chains in Poland operating on the FMCG market.

Suggested Citation

  • Spyra Zbigniew, 2017. "Environmental Aspects as an Area of CSR and Building the Image of Retailers’ Private Labels," Marketing of Scientific and Research Organizations, Sciendo, vol. 26(4), pages 135-160, December.
    • Handle: RePEc:vrs:mosaro:v:26:y:2017:i:4:p:135-160:n:7
    DOI: 10.14611/minib.26.12.2017.16
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