Consumer Social Responsibility and Green Marketing · PDF fileConsumer Social Responsibility...

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Consumer Social Responsibility and Green Marketing Consumer Social Responsibility and Green Marketing Week 12 Presented by : W. Rofianto

Transcript of Consumer Social Responsibility and Green Marketing · PDF fileConsumer Social Responsibility...

Page 1: Consumer Social Responsibility and Green Marketing · PDF fileConsumer Social Responsibility Individual valuation of social attributes in products (such as labour rights and environmentalism)

Consumer Social Responsibilityand Green Marketing

Consumer Social Responsibilityand Green Marketing

Week 12

Presented by : W. Rofianto

Page 2: Consumer Social Responsibility and Green Marketing · PDF fileConsumer Social Responsibility Individual valuation of social attributes in products (such as labour rights and environmentalism)

Consumer Social Responsibility

� Individual valuation of social attributes in products (such as labourrights and environmentalism)

Page 3: Consumer Social Responsibility and Green Marketing · PDF fileConsumer Social Responsibility Individual valuation of social attributes in products (such as labour rights and environmentalism)

Ethics

Ethics are the moral principles and values that govern theactions and decisions of an individual or group. Theyserve as guidelines on how to act rightly and justly whenfaced with moral dilemmas.

Page 4: Consumer Social Responsibility and Green Marketing · PDF fileConsumer Social Responsibility Individual valuation of social attributes in products (such as labour rights and environmentalism)

A framework for understanding ethical behavior

Page 5: Consumer Social Responsibility and Green Marketing · PDF fileConsumer Social Responsibility Individual valuation of social attributes in products (such as labour rights and environmentalism)

Personal moral philosophies

Page 6: Consumer Social Responsibility and Green Marketing · PDF fileConsumer Social Responsibility Individual valuation of social attributes in products (such as labour rights and environmentalism)

Social Responsibility

Organizations are a part of a larger society and areaccountable to that society for their actions.

Page 7: Consumer Social Responsibility and Green Marketing · PDF fileConsumer Social Responsibility Individual valuation of social attributes in products (such as labour rights and environmentalism)

Three concepts of social responsibility

Page 8: Consumer Social Responsibility and Green Marketing · PDF fileConsumer Social Responsibility Individual valuation of social attributes in products (such as labour rights and environmentalism)

Being A Responsible Company

We are committed to doing business responsibly and conductingourselves in ways that earn the trust and respect of our customers,partners and neighbors. We call this Starbucks™ Shared Planet™ – ourcommitment to doing business responsibly. Within this, we haveidentified three areas of focus: ethical sourcing, environmentalstewardship and community involvement.

Page 9: Consumer Social Responsibility and Green Marketing · PDF fileConsumer Social Responsibility Individual valuation of social attributes in products (such as labour rights and environmentalism)

Cause Marketing

Occurs when the charitable contributions of a firm are tieddirectly to the customer revenues produced through thepromotion of one of its products.

Satu untuk Sepuluh

Page 10: Consumer Social Responsibility and Green Marketing · PDF fileConsumer Social Responsibility Individual valuation of social attributes in products (such as labour rights and environmentalism)

Green Marketing

Marketing efforts to produce, promote, and reclaimenvironmentally sensitive products.

Page 11: Consumer Social Responsibility and Green Marketing · PDF fileConsumer Social Responsibility Individual valuation of social attributes in products (such as labour rights and environmentalism)

4s of Green Marketing4s of Green Marketing4s of Green Marketing4s of Green Marketing

� Safety of product

� Satisfaction of customer

� Social acceptability of a product

� Sustainability of the product

Page 12: Consumer Social Responsibility and Green Marketing · PDF fileConsumer Social Responsibility Individual valuation of social attributes in products (such as labour rights and environmentalism)

Being A Responsible Company

Page 13: Consumer Social Responsibility and Green Marketing · PDF fileConsumer Social Responsibility Individual valuation of social attributes in products (such as labour rights and environmentalism)

Benefits

� Improved environmental quality & customer satisfaction

� Consumer value positioning

� Efficiency and cost effectiveness

� Health and safety

� Gaining and retaining customers

� Innovation in products and operations

� Staff Development

Page 14: Consumer Social Responsibility and Green Marketing · PDF fileConsumer Social Responsibility Individual valuation of social attributes in products (such as labour rights and environmentalism)

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