Marketing Phenomenon Driven by Corporate Social Responsibility and Sustainable Development

Emine Nihan Cici Karaboğa () and Kazım Karaboğa ()
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Emine Nihan Cici Karaboğa: Necmettin Erbakan University
Kazım Karaboğa: Necmettin Erbakan University

Chapter Chapter 5 in Multidisciplinary Approaches to Contemporary Marketing, 2025, pp 137-162 from Springer

Abstract: Abstract Corporate social responsibility activities have emerged as one of the ways for businesses to show consumers that they are aware of the world and are concerned about its future. Corporate social responsibility, which is conceptually synonymous with concepts such as the benevolence of the business, working for the benefit of society, charity, or being responsible, means that the business will put its hand under the stone for social goals and necessary actions. Sustainable marketing activities, on the other hand, have emerged as a holistic structure that addresses every element from product production to supply chain, from customer relations to product recycling. The structure that addresses sustainability separately for each function of the business emphasizes the important role of marketing in shaping consumer perceptions and behaviors and its potential impact on the planet and society. This paper initially addresses the challenges and opportunities associated with implementing sustainable marketing practices. It then takes a holistic and unique approach to examine what incentivizes businesses to embed sustainability into their core values rather than treating it merely as a marketing tactic. It argues that the combination of sustainability and corporate social responsibility in marketing is not only a moral imperative but also a strategic necessity in today's socially conscious marketplace. By aligning business objectives with social and environmental goals, businesses can create a positive impact, build resilient brands, and develop a culture of responsible capitalism. To this end, the socialization of markets is explained in other sections of the study with the phenomena of market drivers, social drivers, managerial drivers, and globalization. Accordingly, the concepts of socially responsible business in the social field, socially responsible business in the economic field and socially responsible business in the environmental field are explained. The corporate social responsibilities of businesses and sustainable development are presented on the basis of a conceptual model according to marketing dynamics. The findings presented in this study contribute to the ongoing discourse on corporate socially responsible business practices and emphasize a paradigm shift in the corporate world toward more sustainable development and a socially responsible future.

Keywords: Corporate social responsibility; Sustainability; Sustainable marketing (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-78026-4_5

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DOI: 10.1007/978-3-031-78026-4_5

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