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Integrating Green Marketing and Corporate Social Responsibility: Consumer Insights and Strategic Imperatives

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  • Dr Ankit Kumar Sharma

    (Guest Faculty in Ranchi University)

Abstract

In the contemporary business landscape, sustainability has evolved from a peripheral concern to a central strategic imperative. This paper examines the intersection of Green Marketing and Corporate Social Responsibility (CSR), exploring their historical development, practical applications, and impact on consumer behaviour. Utilising a survey of 100 participants across diverse industries, the research highlights a significant consumer shift toward environmental responsibility, while also identifying critical barriers such as cost, convenience, and scepticism toward marketing claims. Through an analysis of successful industry case studies and an evaluation of modern CSR frameworks, this paper provides actionable recommendations for businesses to overcome challenges like "greenwashing" and build authentic, sustainable corporate identities.

Suggested Citation

  • Dr Ankit Kumar Sharma, 2026. "Integrating Green Marketing and Corporate Social Responsibility: Consumer Insights and Strategic Imperatives," International Journal of Latest Technology in Engineering, Management & Applied Science, RSIS International, vol. 15(8), pages 506-508, August.
    • Handle: RePEc:bjf:ijltem:v:15:y:2026:i:8:a:229
    DOI: 10.51583/IJLTEMAS.2026.150800035
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