The effect of green marketing strategies. The market response to environmental announcements

Lien Dekeyser

• Publisher: GRIN Verlag
• Year: 2020
• Edition: 1
• eBook ISBN:
  9783346272737
• Topic: Business
• Subtopic: Marketing
• Index: Business

Master's Thesis from the year 2020 in the subject Business economics - Offline Marketing and Online Marketing, grade: 16/20, Leuven Catholic University, language: English, abstract: In an era defined by escalating environmental consciousness, are green initiatives truly translating into tangible shareholder value, or are they merely a superficial response to public pressure? This groundbreaking study delves into the intricate relationship between environmental corporate social responsibility (CSR) announcements and their consequential impact on stock market performance, challenging conventional wisdom and offering critical insights for businesses navigating the complexities of sustainable practices. By employing a rigorous event study methodology, this research meticulously analyzes stock returns following environmental CSR announcements, dissecting which specific green marketing strategies resonate most powerfully with investors. Uncover the hidden dynamics at play as the study distinguishes between various approaches – from forging strategic green partnerships and fundamentally greening organizational operations to pioneering the development of innovative green products – and assesses their differential impact on shareholder wealth. Furthermore, the research explores a fascinating dimension: how the nature of the product itself, whether high-involvement goods demanding significant consumer deliberation or low-involvement purchases driven by impulse, moderates the effectiveness of environmental CSR initiatives. Venture into a comprehensive exploration of the existing literature, scrutinizing the often-contradictory findings surrounding CSR and shareholder value, paving the way for a nuanced understanding of the factors that truly drive market perception. Gain access to a wealth of meticulously gathered data and a robust methodological framework, ensuring the reliability and validity of the study's conclusions. Whether you are a seasoned investor seeking to identify companies genuinely committed to sustainability or a business leader striving to optimize your green marketing strategies, this insightful analysis provides invaluable guidance for maximizing both environmental responsibility and shareholder returns. Discover the key to unlocking the synergistic potential between environmental stewardship and financial prosperity, and navigate the evolving landscape of corporate sustainability with confidence. This study meticulously investigates the impact of diverse green marketing strategies on shareholder value following environmental CSR disclosures. It seeks to pinpoint the most effective approaches for enhancing shareholder wealth. Keywords: Green marketing, environmental CSR, shareholder value, event study methodology, stock returns, green partnerships, green products, corporate social responsibility, high-involvement products, low-involvement products.