Corporate Social Responsibilty and Sustainable Marketing - Essay Example

"For a long time people were only interested in the process of economic development, and the environment with all its problems was neglected the process of industrialization started many acts have restricted the industries to meet the air, water and land pollution levels"3. Such as: (CO2, fossil fuel combustion causing Global warming. CFCs, Halons destroying Ozone layer. SO2, NH3 causing Acid rain). These impact results- rising of sea level, earthquake, rainfall comes down, flood etc. There are many laws for organization such as- "if there is any sort of work which cause fume facts should have to use pipe no less then 130ft from the top of the building for exit the fume (sec139-d-14-i), Organization using chemical in production process, should have own disposal plant (sec273, a-1)"4.

But the problems with the laws is "when the laws are impose strictly to the organization the foreign investment comes lower specially in third world country"5. "Direct action by government within the business sector has not led to improved CSR. Indirect action through legislation may be more effective, but this is not in keeping with the general policy of laissez-faire"6. Beside Government there has been a considerable amount of pressure from stakeholder groups upon business; objective is to use power they have at their disposal to influence the decision making process and there have been a number of notable success.

Beside all these, now organizations are solely interested to be more eco-oriented because the organizations are performing CSR and are able to communicate this to the consumer are likely to improve their market share and to develop customer loyalty, as there is growing number of consumers who are prepared to be more aware about the types of good they buy and taking into account the impact their purchases have upon the environment, as a result number of market niches have developed.## In the business sector, market is the most sophisticated area where a little sound can make a huge change.

Previously the market was product oriented because of not having a sufficient level of information in the market place and the public awareness was at a lower level to their environment. As a result overall market was ruled by the business persons/organizations and by utilizing this chance they used Push-pull strategy. Stakeholders were not so interested to seek information, some stakeholders whose wanted to seek information they have no way but to rely on the information given by the organization.

This situation caused a great damage to some organization such as Body Shop who had a bad publicity due to fair trade and saved them by taken over by L'Oreal a giant cosmetic company. Now the market is changing rapidly with the time. The main reason of this change is the increasing bargaining power of consumer. The increased level of environmental awareness by the population- owing to easier availability of information- has already led to more informed choice being made by various stakeholder groups that interact with business.

7 Customers, suppliers, employees and investors are more aware of their responsibilities to the environment. And there is various ways in which their