Impact of Sustainable and Green Marketing Strategies on Employee Involvement in CSR Initiatives

Abstract

This paper investigates the influence of sustainable marketing and green marketing strategies on employees’ participation in Corporate Social Responsibility (CSR) activities. More specifically, it studies the effect of environmentally friendly product development, green communication, workplace sustainability practices and environmental awareness training on employees’ participation in CSR activities. Questionnaire survey A self-completion structured questionnaire (5-point Likert) was administered to 200 employees of organizations that are implementing the sustainability-driven marketing. The relationships were already carried out by descriptive and inferential analyses. Empirical findings generated from the regression analysis show that all four green marketing dimensions have highly significant positive effect on employee CSR involvement (β = 0.18–0.28, all p < 0.001). Workers said they felt more engaged in social/environmental issues if their employer’s marketing championed sustainability all the time. Green communication had the greatest predictive indicator on the other types, whereby environmentally transparent messaging influences trust, motivation and commitment. The results indicate that adopting sustainability in the marketing mix not only has an effect on brand and on customer loyalty, but also it creates a beneficial organizational environment, with employees feeling valued and motivated to participate in CSR. In sum, the findings indicate that sustainable marketing efforst strengthen stakeholder alignment, facilitate employee volunteering and activism in behalf of CSR, which positively affect social responsibility engagement.