Environmental strategies as marketing tools for South African banks

Tamlyn Barker, Alex Peitch and Cashandra Jasson
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Tamlyn Barker: University of Johannesburg, South Africa
Alex Peitch: University of Johannesburg, South Africa
Cashandra Jasson: University of Johannesburg, South Africa

in ABEM Conference Proceedings from Academy of Business and Emerging Markets (ABEM), Canada, currently edited by Satyendra Singh

Abstract: Environmental sustainability is rapidly becoming a global concern, although in South Africa it is still a fairly new concept. The concern is that certain large industries in South African are not doing enough to support this worldwide issue. While the manufacturing industry is probably the biggest contributor to environmental pollution, banks are the financiers of such large projects and furthermore, also stimulate consumption through their own advertising and marketing of financial products and services. The focus of this research is on how South African banks use environmental sustainability as a marketing tool. Contributions within the field of management and specifically marketing and strategy will be formulated from the findings for the study. How financial organizations are going about marketing their businesses when environmental sustainability underpins that strategy will be addressed.

Keywords: Environmental strategies; marketing; tools; South Africa; banks (search for similar items in EconPapers)
Date: 2015
ISBN: 9780993734205
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