Environmental Corporate Social Responsibility (ECSR): Exploring its Influence on Customer Loyalty

ECSR is a concept where companies integrate environmental concerns in their business operations and the interaction with stakeholders, without compromising economic performance. Studies exploring this concept were limited within the area of corporate governance with organizational-level unit of analysis, while the impact of ECSR initiatives on consumer behaviour or other marketing constructs is lacking. This paper explores relevant ECSR dimensions and its potential impact on customers’ positive and enduring relationship with the organization. It is hoped this paper would generate interest concerning ECSR as a strategic marketing approach having long - term and positive bottom - line benefits.