Environmental Corporate Social Responsibility (ECSR) as a Strategic Marketing Initiatives

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 behavior or other marketing constructs is lacking. This concept paper explores relevant ECSR dimensions and its potential impact on customers’ mental image of the organization, and their behavioral response toward 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.