Regional Formation and Development Studies

Due to growing environmental concerns, green marketing has become increasingly important in meeting consumer demand and improving a brand’s image and reputation. Green marketing follows the same principles as traditional marketing, but focuses on using eco-friendly materials, production methods, packaging, pricing, distribution channels, and promotion. By incorporating green marketing into a branding strategy, companies can benefit by creating a solid brand image and strengthening their position in a highly competitive market. This paper is based on a review of literature, and aims to summarise and classify extant research on green marketing. The paper reviews green marketing as a new way of creating a sustainable competitive advantage. The literature review establishes the difference between traditional competitive advantage and sustainable competitive advantage. Finally, it introduces a conceptual framework for the development of sustainable competitive advantage, including relationship marketing, green marketing, and the components of traditional competitive advantage. 

This paper examines what benefits business can achieve by implementing corporate social responsibility reports in its activities.There are also analyzed the evolution of CSR reporting, systemized theoretical aspects of CSR reporting in marketing field. Thearticle emphasized that then satisfying stakeholders’ expectations, needs, and informing them of the action taken to meet these expectations,the organization have greater success of the business, i.e. stability and profitability. Literary analysis showed that CSRreporting is becoming the main tool of linking different holistic marketing programs.

The purpose of the article is to identify the key factors influencing socially responsible consumption and the reasons why consumers do not choose products of socially responsible companies. The article highlights two dimensions of socially responsible consumption: environmental dimension (avoidance to buy products that have a negative impact on the environment) and public dimension (avoidance to buy product of companies who have a negative impact on the welfare of the public). Consumer decisions when purchasing goods are more selfish than justified in the public interest. This is why socially responsible consumption is motivated when users see the benefits for themselves. Users almost always give priority to products with better functional features.An analysis of the literature proves that corporate social responsibility (CSR) is not the dominant criteria in making purchase decisions of consumers. CSR is less important than the other purchase criteria such as price, quality, reliability, customer service, product warranty period, etc. The main reasons, which restrict socially responsible consumption are misconception of consumers, the perception that they have not much power to solve global problems, as well as lack of income, education and information about socially responsible consumption.

The paperwork provides formulas for measuring value (created through CSR) gained by company, its partners (members of VCC) and employees. As far as expert survey confirmed, customers gained value generally might be evaluated by more favourable purchase decision and justification of higher price. Therefore it is suggested to pay main attention on customer’s gained use value – the value which is expressed through more favourable purchase decision and justification of higher price is already calculated as value gained by company.

The relevance and importance of corporate social responsibility (CSR) have long been recognised in the business sector. Previous research has shown that CSR has a positive impact on a company’s financial performance, value, reputation, brand image, customer loyalty, and a variety of other factors. CSR has been studied from a variety of viewpoints, with the bulk of studies focusing on the meso-level dimensions of CSR. The number of studies on micro-level CSR processes has so far been limited, but has recently increased. For CSR to be effective, it is necessary to understand the correlation of the processes on both levels. The purpose of the research is to investigate CSR micro-level processes and their impact on meso-level performance, with additional attention to the hospitality industry. Research methods: analysis of scientific publications, analysis of previously conducted research and results, and other scholarly literature. The results of this study indicate that the micro-level processes of the stakeholder groups involved, mostly customers and employees, have a direct impact on internal and external CSR initiatives and their meso-level outcomes, which might be both positive and negative. The results also indicate a possible research gap, as the number of studies on micro-level CSR processes in hospitality has so far been limited, and the findings cannot be considered exhaustive or conclusive.