Sustainability and Social Responsibility in Marketing

Social trading companies must adhere to the concept of social responsibility by engaging in activities that provide benefits to society. Social responsibility in marketing is through providing products and services that help the community environmentally, socially, and economically. Several literatures have discussed the role of social responsibility in customer intentions toward social trading channels. Discussing and describing the role of social responsibility in marketing is an important issue that needs to be investigated. This chapter describes the role of social responsibility in marketing activities. Promotions that raise awareness of societal issues and problems, recyclable packaging, and direct portions of profits toward charitable efforts are critical factors that will be described in this chapter as well. The majority of business companies, however, are still unable to fulfill the finest CSR principles in their marketing activities. Therefore, the focus of this chapter is on the requirements for CSR as well as the deficiencies in corporate organizations’ marketing operations. Considering the important of social media for communicating CSR is address at the point, where corporations use social media effectively for delivering their CSR goals and initiatives. This chapter is followed by two main questions: how can corporate social responsibility be delivered in marketing? And why do we need to study CSR?