www.idosr.org Okonkwo et al ©IDOSR PUBLICATIONS International Digital Organization for Scientific Research ISSN: 2550-7966 IDOSR JOURNAL OF HUMANITIES AND SOCIAL SCIENCES 5(1): 100-109, 2020.

Corporate and Green Marketing In Nigeria: A Discourse

1Okonkwo Adonai O.P., 1Eneh Ndidiamaka Chioma and 2Mbah Chris .C.

1Department of Business Administration, Faculty of Management Science, Enugu State University of Science and Technology (ESUT), Enugu, Nigeria. 2Department of Marketing, Enugu State University of Science and Technology, Enugu, Nigeria

ABSTRACT This study is based on a widespread appraisal of literature about the adoption of green marketing and Corporate Social Responsibility which is fast spreading across world economies, irrespective of socio-economic disposition. This paper mirrored the two concepts and how they are playing out in the Nigerian business environment. The study examined in detail the literature surrounding CSR and argues that the global definition of Corporate Social Responsibility is based on western precedence and philosophies and as such, does not accommodate the peculiarities and challenges bedevilling the practice of green marketing in Nigeria. The paper therefore calls for the practice of Corporate Social Responsibility in a manner that reflects the Nigerian context to enhance its growth and development. Furthermore, the need to behave in a socially responsible way has received the society‟s high attention; hence, this concept will always be an important part of business language and operations. It is imperative for businesses to give serious consideration either voluntarily or due to legal requirements to the practice of green marketing as this provides a unique competitive advantage. Additionally, such advantages will give greater benefits to such organisations that are operating in a highly competitive environment because it helps to differentiate them from others. Keywords: Green Marketing, Corporate Social Responsibility, Nigeria, Business, Environment

INTRODUCTION Existing literature indicates that the organisation‟s corporate objectives, concept and practice of green marketing stakeholders, and the public including the amongst businesses presently occupies protection of the ecological huge scholarly space since it first showed environmental, and most importantly, the up in the marketing literature landscape welfare of the public [12]. The desires to around the 1980s [1]; [2]; [3]; [4]; [5]; [6]; gratify the public give rise to the idea of [7]; [8]. Green marketing which is a recent Corporate Social Responsibility [13]; [14]; concept in marketing is well rooted in the [15]; [16]. wider concept of Corporate Social Corporate Social Responsibility is often Responsibility (CSR). Even though the idea geared pragmatically towards an objective of green marketing is new, Corporate and intelligent application of wisdom by Social Responsibility is old and fully businesses or corporate entities in the captured in the general aim of marketing provision of social welfare in such a way function in the society [9]; [10]. that the donor does not suffer so much In controlling the business environment, loss in business yield that would negate authorities formulate guidelines to the essence of the entire exercise [17]. protect the interest of society. Often, Studies have shown that a good these guidelines threaten the core aim of relationship between business aims and business organisations which is to make the envision can lead to enhanced profit [11]. It can also impede on the corporate image and reputation of

100

www.idosr.org Okonkwo et al business [18]; [19], creation of business raw materials. Customers indicate opportunities and gains [20], including affirmative interest to purchase goods saving businesses from convictions and that imbibe green practices than going for illegalities [21]. the ones that do not [31]. Presently, green [22] are of the opinion that the full marketing is a buzz word in the business utilization of this relationship in favour area. It has made available platforms for of the environment and socially organisations to springboard to carry out responsible actions should comprise an Corporate Social Responsibility [32]. In organisation‟s corporate lifestyle. In Nigeria, Corporate Social Responsibility is western economies like the United States influenced by socio-cultural pressures of America, organisations and businesses [33]. The Nigerian business environment have turned from “rebellious under comprise of local firms that are majorly achievers” to “active problem solvers” in SMEs and are solely managed, family matters concerning Corporate Social owned and operated [34] [35] and some Responsibility and green marketing [23] multi-national companies. Corporate [24]. Social Responsibility is carried out by the Green marketing is partly a way of multi-national companies in Nigeria tackling the problem of Corporate Social because of their world wide visibility and Responsibility aimed at the environment reach [36]; [37]. [38] indicated three [25]. The development of green marketing factors that determine business practice has the aim of reducing the effect of in Nigeria: religion, ethnicity and marketing activities on the natural language. The principle that guides environment [26]. business practice in Nigeria is a Green marketing revolves around the communal philosophy of life which is relationship that extends beyond the rooted deeply in the idea of extended present needs of the consumer, while kinship [39]. considering at the same time the social Historically, the Nigerian business interest in shielding the environment [27]. environment is characterized by The definition is nearly synonymous to „banditry‟ a preliminary technique Corporate Social Responsibility‟s formulated by the colonial firms in their definition of managing a relationship interaction with the Nigerian people, between the business and the hence, force as a tool, is seen as a environment. However, in this case, the necessary and even normal procedure definition points to an exchange [40]; [41]; [42]. Nigeria with a per capita relationship, thus, there is a transfer of income of 2,032.86 U.S. dollars and life something of importance between the two expectancy of 53 years does not have a parties. [28] advocate in conducive environment that can support their own perception. They state that, the adoption, development and growth of green marketing implies a business that CSR concepts and green marketing handled in a manner that reduces waste, principles. Not so much emphasis is given is , preserves to CSR waves such as employee relations energy and often encourages and consumer protection in Nigeria. The environmental health and sustainability reason is that the Nigerian corporate of the society [29]. Accordingly, he states governance framework does not permit a that green marketing are activities ‟s perspective or socialist embarked upon by organisations that are model [43]. The essence of CSR in anxious about the ecology or green developed economies is to extensively problems by making provision for utilize the positive effect of organisations environmentally friendly goods or on society and reduce the negative effect services to bring satisfaction among of these activities on the society [44]. customers and the community. The Again, in developed economies, the problem of green marketing is mostly consumer and producer are mostly connected with product-based firms [30] socially responsible compared to owing it its high visibility in the area of developing economies like Nigeria where manufacture, utilization and disposal of consumers do not have the knowledge to

101

www.idosr.org Okonkwo et al make good decisions when it comes to the rate of adoption of green marketing buying, use and disposition of product procedures including CSR concept in [45]; [46], thus, they easily fall prey to Nigeria with the aim to ascertain of deceit. The focus of this paper therefore, organisations actually embark on them or is to examine through a thematic review, pay mere lip service to them. CONCEPTUAL CLARIFICATION Corporate Social Responsibility as mandatory in developed countries and According to [47], the term Corporate an expected standard in developing Social Responsibility is still at a “pre- countries [31]. The legal component paradigmatic phase” which implies implies transacting business in disagreement amongst authors regarding conformance to rules and regulations the meaning of CSR and what its scope guiding such endeavours in order to ought to contain [3]. The definition of the benefit society [41]; [42]; [43]. Lastly, the concept is developing [12]; [13]; [14]; [15]; economic component suggests an [16]. The EU Green paper on CSR views it organization‟s responsibility of providing as „a concept whereby companies a return on investment to owners and integrate social and environmental principals of the business including concerns in their business operations and providing jobs, goods and services to the in their interactions with their community [28]. [22] further suggests that stakeholders on a voluntary basis.‟ [24] these components be used to devise the define CSR from the point of view of CSR pyramid for developing economies. charity. They state that CSR are activities He stated that, the components, even that appear to promote some common though they are distinct constructs, are good beyond the interest of the interrelated to one another and should be organisation and that which is mandatory seen as a unified system. by law. CSR is the progressive The general definition of CSR is mainly commitment by firms to act ethically and based on Anglo-American priorities, contribute to economic development philosophies and values [40]. This has while making better the life of the work encouraged emerging literature on several and their families, the definitions of CSR across various culture community and the society at large [34]. and national boundaries [42] [43] [44]. [11] adds that social responsibilities of The literatures indicate that the practice organisations comprise the ethical, of CSR has socio-cultural attachments. [5] discretionary, legal and economic nonetheless point that any definition of expectation that society has of business at CSR must be built on the waves, issues a particular point in time. The four and modes of CSR. The waves of CSR are components (ethical, discretionary, legal society participation, socially responsible and economic) mentioned here are in production procedures and socially compliance with the view of [24] that responsible employee relations. These identified these four expectations as the waves are singled out based on the issues scope of CSR. they highlight which include Ethical component implies that companies environment, employee welfare, health, include strategies in their operations that education and safety. Modes of CSR are would assist them in sustaining the the ways for implementation which can be environment [2]; [3] for future through philanthropy, foundation and generations. This component goes beyond codes, partnership etc. defined laws and relies more on the moral Defining CSR in the Nigerian perspective codes of the companies identified by the is associated with the socio-cultural society. Discretionary heritage of local firms in Nigeria [23]. expectation/component which is also Nigeria economy is mainly controlled by known as philanthropic component is what is termed „the household economy‟ mainly about promoting welfare of [19]. In this narrative, the „kinship- humans through an organization‟s network-based‟ mode of business implies participation in humanitarian or voluntary that in Nigeria, businesses first take care programmes [31]. This duty is perceived of the interest of the family network

102

www.idosr.org Okonkwo et al members. Philanthropy, which is the way the business world to ransom in the CSR is viewed amongst businesses in 1990s. During that time, popularly Nigeria, goodness and charity are referred to as the „Earth decade,‟ [41], perceived within the moral economy of matters of environmental protection and kin-based solidarity and reciprocity. Apart preservation began to gain recognition in from the socio-cultural heritage of the business landscapes. Environmental business in Nigeria, the market and matters are not new, however, the regulatory agents in Nigeria are terminally concept of green marketing is new. In the weak and this would eventually slow the 1970s, matters concerning placing the growth of CSR. There is equally a low customer‟s need and satisfaction (market stress on waves of CSR such as socially concept) over the improve effect of such responsible employee relations. In placement on the environment were developed economies, there are strong brought to the fore [2] [3]. Societal markets and regulatory frameworks that marketing concept was then put forward enhances the growth of CSR. Nigeria by [32] to make certain that organisations further faces diverse socio-economic are socially responsible and then problems such as poverty, poor consumer wants and satisfaction was then infrastructural development, poor health expanded to accommodate „consumer care facilities, and poor quality of interest‟, „company requirement‟ and education. It is based on this, that [47] „societal welfare.‟ In developed suggests that CSR in Nigeria be directed economies, particularly in the USA, towards addressing the peculiarity of the environmental issues that threaten socio-economic development challenges societal wellbeing include ozone layer facing her (for instance, education, depletion, landfills, depletion of green poverty eradication, healthcare provision, house effect [30]. Here in Nigeria, infrastructural development etc) and be environmental matters that threaten influenced by socio-economic factors (like societal wellbeing are desertification, charity and communication). these may global warming, flooding, environmental not necessarily mirror the western pollution, use of non-biodegradable standard of CSR (like consumer packages, deforestation, waste from protection, green marketing, ) product or product packages [41]. To however, it portrays local realities and guarantee success, firms must integrate patterns of need. green marketing into the tactical Concept of Green Marketing marketing plan of the corporation [33]. It Green marketing has been defined as “the equally affords the company the chance way to conceive exchange relationships to co-brand their products into different that goes beyond the current needs of the lines to show-case their eco-friendliness consumers, considering at the same time [37]. In the midst of these advantages of the social interest in protecting the green marketing, in emerging economies, natural environment” [13]. Likewise, [16] there still exist, a wide gap between defined green marketing as actions understanding and implementation. carried out by organisations that are Evolution of Green Marketing apprehensive about the ecology or green Green marketing evolved prior to its problems by providing the popularity in the 1980s and early 1990s environmentally friendly goods or in the past decade of the 1970s when the services to bring satisfaction among issue of the function of organisations in customers and the community. Referring the society emerged in the marketing to another definition given by [3], green landscape. Nevertheless, its emergence marketing means a business that is occurred in three phases [15]. The first operated in a way that decreases waste, phase was tagged “ecological green environmentally friendly, saves energy marketing,” during this period, all and mostly encourages environmental marketing activities were channelled health and sustainability of the society. towards tackling environmental problems Green marketing is the brainchild to the and providing solutions also [23]. vital issues of environment, which held Although, the report of the environmental

103

www.idosr.org Okonkwo et al problem resulted in the production of a. Lack of Infrastructural Support: In numerous green products, it never Nigeria, only very few translated to positive consumer response organizations are aware of in the increase of goodwill or market government support in the share of the business [8]. Market outcome provision of laws and subsidies dropped below the company‟s that encourage the implementation expectations [11]. The ecstasy that of CSR [7] [8]. revolved around the idea of green b. New Initiative: The idea of green marketing during that period varnished marketing still appears novel to suddenly [6], and then marketers came to the masses [16]. Consumers need the realization that consumers concerns to be enlightened and educated on for the environment and longing for green the threat that some of their market did not translate to buying actions and inactions constitute to behaviour [27]. The number two phase the sustainability of the earth. This referred to as „environmental green venture is typically time- marketing‟ focused on „clean technology.‟ consuming and most businesses This comprised the „designing of avoid such responsibility. innovative new products that take care of c. Regulatory Mechanisms: This is pollution and waste.‟ “Sustainable green one of the components of CSR and marketing” was the third and present it is one of the reasons why phase of green marketing. Here, the organisations cling to green concept is aimed at „sustainability‟ and is marketing [34], firms are by law defined as marketing the needs of the expected to be legally „upright‟ and present consumers without compromising it is such a firm that is in a better the ability of future generation to meet position to invest in new their own needs [23]. Green marketing is a technologies that can facilitate fundamental condition for the green marketing. But, an reconciliation of human needs and nature. organisation that cannot keep up This, however, has not been fully with the regulatory frameworks comprehended by businesses [34]. invariably goes under [40]. Nevertheless, [32] makes available a good d. Need for Standardization: [43] starting point by delineating some of the writes that only 5% of marketing features of green marketing. These messages from businesses are features comprise a holistic and actually true. Hence, there is need systematic perception, and open-ended to set up a standard control board time frame, a world-wide view that that would be in charge of focuses on ecological sustainability certifying claims of the organic instead of economic efficiency and lastly, nature of products that attains the recognition of the intrinsic value of going green demands. nature. e. Avoiding Green Myopia: Challenges that hamper the Adoption of oftentimes, organizations side-line Green Marketing their major aim in business which Green marketing has grown tremendously is customer satisfaction in pursuit in developed economies beginning from of the noble goal of green the year 2000 [43]. Also, this development marketing. If a product is green is being inculcated emerging markets in and does not meet the Asia and South America [35] [36]. “Going requirements of customers, it is green” is a development that has gained yet to be a product. Again, another widespread adoption throughout the obstacle to green marketing is the world. In Africa and Nigeria specifically, adoption of consumer scepticism the idea of green marketing is still about green product claims, undergoing transformations. There are a companies‟ intentions and practice lot of challenges bedevilling the distortion is the main reason implementation of green marketing in behind its failure [21]; [22]; [23]. Nigeria, viz: [24] outlined five marketing

104

www.idosr.org Okonkwo et al practices that could lead to the whereby organisations uses non-success of green marketing. public relations to deny or They include: discredit public criticism i. Entrepreneur Marketing: This is against its activities. the production of „innovative‟ iv. Green Selling: This is an green products without the opportunistic approach that requisite understanding of adds some green claims to customer‟s needs. existing products with the sole ii. Compliance Marketing: This intention of promoting sales. happens when organizations v. Green Harvesting: This promote their green credentials happens when as a company by keeping to the expected becomes passionate about the environmental laws without environment only when taking initiative to go beyond „greening‟ would result in cost responding to regulations. savings. iii. Green Spinning: This is an approach to green marketing EMPIRICAL ANALYSIS [18] in their study on “Corporate Social regression analysis on selected Responsibility in Nigeria –Western adolescents, discovered that social Mimicry or Indigenous Practice” observed influence is a top predictor of green that indigenous firms in Nigeria view and purchasing behaviour of the Hong Kong carry out CSR as corporate philanthropy adolescent. directed at tackling socio-economic Green Marketing versus Corporate development challenges in Nigeria. it Social Responsibilities School of adds that CSR is a „localized‟ and socially Thoughts embedded construct. Similarly, in their There are different perceptions regarding study on “Relevance of Green Marketing the issue of CSR. These perceptions can in Environmental Degradation: An be classified into two schools of thoughts: Empirical Study of Consumers of Green The first suggests „economic Products in Benin City, Nigeria,” [5] performance‟ while the second is examined the effect of green marketing embedded on the organisation‟s moral on degradation and discovered that green obligation. The number one school of marketing is yet to be popular among thought suggests that economic consumers. They stated that the proper performance through the provision of strategies for effective implementation value to society and maximization of are lacking. [31] in their work on green organization‟s output (profit) [39] is the marketing amongst hotels in Malaysia, organization‟s key social responsibility. opine that green marketing as a tool is The inability to deliver this main used by hotels to carry out CSR while it obligation of the business will put the provides competitive advantage for hotels business in a position where she cannot in achieving balance, environmental satisfy, which could have led to growth sustainability and development. On the and development in the society. Anchored other hand, [25] observed that CSR in the on the utilitarian theory, this school of Niger Delta region of Nigeria was poor thought maintains that organisation is a owing to government unwillingness to part of the economic system and a need sacrifice expected high returns on for CSR is a need for economic petroleum exploration for the betterment responsibility [7] [8]. This school views of the area. The study suggested a joint CSR as a form of rules and regulations action plan implementation between all which are designed to allay the feelings of participants and stakeholders in the oil the society. In the long run, it is believed business of the Niger Delta region. that such regulations as CSR will threaten Concerning the main factors that profit maximization and stakeholders influence green marketing behaviour welfare [11]. They opine that CSR is a amongst adolescence in [6] in a multiple facade directed towards pre-empting

105

www.idosr.org Okonkwo et al government role as watchdogs and could the greening of the different aspect of likely make businesses to lose focus of traditional marketing. [14] explained the their basic economic role. The principle of difference between green with a little „g‟ corporate governance is the ground on and green with the large „G.‟ He said little which the proponents of the second „g‟ indicates managerial approaches while school of thoughts are based. The the large „G‟ is associated with issues of principle guiding this school of thought is sustainability. that organizations may take into account Approaches to Green Marketing ethical considerations that are logically [13] identified two approaches by which seen as appropriate to the responsible an organisation can adopt in green. It is conduct of business [23], as ethical either a defensive/reactionary approach actions are not considered optional but or assertive/aggressive approach. mandatory [31]. It further argues that i. Assertive/Aggressive firms are natural members of the Strategy/Approach: This approach community and as such are expected by indicates a response to the obligation to responsibly partake in the demands of the market rather than environmental growth as well as regulations [25]. Organisations that development programmes that would use this approach are regarded as sustain the earth [6]. Anchored on consumer oriented and profit instrumental theory, which views social driven [28]. The organization in activities as instruments for marketing to this approach initiates the „first attain economic goals, the theory upholds move‟ in the market and enjoys the the engagement of firms in voluntary „first move advantage‟ in solving programmes so that the organization environmental issues. As opposed would be seen by society as being socially to the bandwagon approach of responsible and being preferred as such defensive approach, assertive [16]; [17]; [18]. [23] found out that there is strategy provides the best a positive relationship between opportunity for sustainable environmental performance and competitive advantage to the firm. company‟s profitability. In another study, The image would be that of a [11] notes that it is relatively unfit to sincere environmental activist [45] initiate CSR as one of increasing an which is the ground for sustainable organizations‟s performance. [34] competitive advantage. supports this statement that several ii. Defensive Strategy: This entails companies in Western Europe and Japan organisations doing the minimal in do not carry out CSR for economic order to avoid negative responsibility (profit maximisation), but consequence of total avoidance. perceive ethical and social responsibility Here, organisations do a lot of as reasons to carry out CSR. This thought manoeuvre in a bid to escape is given a backing by [3]. [8] asserts that government tax or penalties. [32] the state of green marketing in the referred to this as smoke and business world involve firms partaking in mirrors while [27] tagged it „green green marketing as commendable marketing.‟ Organisations that activities which are mainly managerial practice this strategy are known to strategies and are not directed toward have declining market share [11] environmental sustainability. It is and experience no significant proposed that green marketing activities increase in market acceptance [49]. do not meet expectation since it involves CONCLUSION This study examined the adoption of defined along the lines of peculiar CSR and green marketing in Nigeria. challenges facing the country. Findings show that the practice Presently, Nigeria is confronted by a generally and green marketing in multitude of socio-economic Nigeria is still at its infant stage. challenges that are based on the basic Literature also revealed that CSR is needs of the citizenry. The concept of

106

www.idosr.org Okonkwo et al green marketing is still new because companies in Nigeria are therefore an average Nigerian consumer is likely to adopt defensive approach to concerned about how to meet green marketing by engaging in physiological needs like feeding, minimal efforts to stay a step ahead of clothing and shelter, hence, safety government regulations. Also, the needs such as environmental practice of green marketing in Nigeria sustainability is least on the list of an is largely unknown, hence the need for average Nigerian. The indigenous increase awareness. RECOMMENDATIONS i. There is need for increased Additionally, such advantages creation of awareness on the will give greater benefits to need for green marketing as a such organisations that are way of managing operating in a highly environmental challenge which competitive environment continues to ravage most parts because it helps to differentiate of Nigeria. them from others. ii. The need to behave in a iii. Lastly, green based practices socially responsible way has constitute an added advantage received the society‟s high to an organization because this attention; hence, this concept implies superior financial and will always be an important market performance. More so, part of business language and in ensuring a balance between operations. It is imperative for development and businesses to give serious environmental sustainability, consideration either voluntarily an organization places itself in or due to legal requirements to a good stead within the public the practice of green marketing eye. Organisations must as this provides a unique therefore take advantage of competitive advantage. this concept. REFERENCES 1. Adi, A.B.C.(2006). The Moral Management Journal, 40(1): 129- Economy and the Possibility of 151 Accumulation in Africa: How the 6. Carroll, A. B., (1991). The Pyramid IFIs cab Help West Africa Review. of Corporate Social Responsibility: 2. Amaeshi, K. M. and Adi, A.B.C., Toward the Moral Management of (2006). Reconstructing the Organizational Stakeholders, Corporate Social Responsibility Business Horizons, 34(4):39-48 Construct in Utlish, Business 7. Carroll, A. B., (2004). Managing Ethics: An European Review Ethically with Global Stakeholders: 3. Amaeshi, K. M., Adi, A. B. C., A Present and Future Challenge, Ogbechie, C. and Aman, O.O. Academy of Management (2006). Corporate Social Executive, 18(2):114-119 Responsibility in Nigeria: Western 8. Chan, E. S., (2008). Barriers to EMS Mimicry or Indigenous Practices, in the Hotel Industry, International ICCSR. Research Paper Series, 39 Journal of Hospitality Management, 4. Bateman, T.S., and Snell, A.S., 27(2): 187-196. (1999). Management: Building 9. Chan, R. Y. K., (2004). Consumer Competitive Advantage (4th Responses to Environmental Edition), New York: Irwin Mc Graw- Advertising in China, Marketing Hill. Intelligence & Planning, 22(4): 427- 5. Baucus, M. and Baucus, D., (1997). 437 Paying the Piper: An Empirical 10. Chapple, W. and Moon, J., (2005). Examination of Longer Term Corporate Social Responsibility in Financial Consequences of Illegal Asia: A Seven-Country study of CSR , Academy of

107

www.idosr.org Okonkwo et al website Reporting. Business & 22. Jamali, D., (2008). A Stakeholder Society, 44(4): 415-439 Approach to Corporate Social 11. Dhiraj, S., (2014). Green Marketing, Responsibility: a Fresh Perspective Postgraduate Power Point Lecture into Theory and Practice, Journal Note, Green Marketing of , 82(1): 213-231 131012140001-phpappl01 23. Jamali, D., & Mirshak, R. (2007). 12. Elkington, J., (1989). “Why it pays Corporate Social Responsibility: to be Green,” Financial Times, Theory and Practices in a October 14. developing country context. 13. Elkington, J., (1989). “Power of the Journal of Business Ethics, 72(3): Consumer to buy a better world,” 243 -262 Observer, September, 29 24. Jaspreet, S., Jatin, M., Jogesh, P. & 14. Feldman, L., (1971). „Social Jupinder, K.,(2012). Green Adaption: A new challenge for Marketing Class Presentation on marketing,‟ Journal of Marketing, Green Marketing49659549-green- 37(3): 54-60 marketing-121007044818- 15. Ferrell, O. C., and Fraedrich, J., phpapp02 (1997). Business Ethics: Ethical 25. Kilbourne, W. E., (1998). Green Decision Making Marketing: A Theoretical 16. Fougere, M., & Solitander, N., Perspective, Journal of Marketing (2009). Against corporate Management, 14 (6): 641-655 responsibility: critical reflections 26. Kotler, P. and Levy, S., (1969). on thinking, practice, content and “Broadening the concept of consequences. Corporate Social marketing,” Journal of Marketing Responsibility and Environmental 33(1): 10-15 Management, 16(4): 217-227 27. Kotler, P. and Zaltman, G. (1971). 17. Gbadeyan, R. A. & Omolekan, O. J., “Social Marketing: An Approach to (2015). Relevance of Green Planned Social Change”, Journal of Marketing on Environmental Marketing, 35(3):3-12 Degradation: an Empirical Study of 28. Lee, K., (2008). Opportunities for Consumers‟ of Green Products in green marketing: young Benin City Nigeria, Research consumers, Marketing Intelligence Journal of University of Mauritius, & Planning, 26(6): 573-586 21 29. Matten, G., & Moon, J., (2008). 18. Huxley, A., (1968), „The Politics of “Implicit” and “Explicit” CSR: a Ecology,‟ In: The Triple Revolution. conceptual framework for a (Eds.) Perruccu, R. and Pilisuk, comparative understanding of Boston: Little Brown. Corporate Social Responsibility. 19. Hsieh, N. H. (2009). Corporate Academy of Management Review, Social Responsibility and the 33(2): 404-424 Priority of Shareholders, Journal of 30. Mc Daniel, S. W. & Rylander, D. H., Business Ethics, 88: 553 -560 (1993). Strategic Green Marketing, 20. Hsieh, Y. C. J., (2012). Hotel Journal of Consumer Marketing, Companies‟ Environmental Policies 10(5): 4-10 and Practices: a Content Analysis 31. Mc Williams, A. & Siegel, D., (2001). of their web pages. International Corporate Social Responsibility: A Journal of Contemporary Theory of the Firm Perspective, Hospitality Management 24(1):97- Academy of Management Review, 121 26(1): 7-12 21. Ismail, M. (2009). Corporate Social 32. Menon, A. and Menon, A., (1997). Responsibility and its role in Environmental Marketing Strategy: Community Development: An The Emergence of Corporate International Perspective, the Marketing Journal of International Social Strategy, Journal of Marketing, 51- Research, 2(9): 200-209 67

108

www.idosr.org Okonkwo et al 33. Mishra, P. & Sharma, P., (2010). 44. Russo, M. and Fouts, P., (1997). A Green Marketing in India: Emerging Resource-based Perspective on Opportunities and Challenges, Corporate Environmental Journal of Engineering, Science and Performance and Profitability, Management Education, 3, 9-14 Academy of Management Journal, 34. Moon, J. (2002). Corporate Social 40:118-137 Responsibility: An Overview, 45. Secchi, D., (2007). Utilitarian, International Directory of Managerial and Relational Theories Corporate Philanthropy. London: of Corporate Social Responsibility. Europe; 3-14 International Journal of 35. Oko, A. E. N., and Abgonifoh, B. A., Management Reviews, 9(4): 347- (2014). Corporate Social 373 Responsibility in Nigeria: a Study 46. Tzschentke, N. A., Kirk, D., and of the Petroleum Industry and the Lynch, P. A., (2008). Going Green: Niger Delta Area, IRSSH Journal Decisional Factors in Small 6(2): 214-238 Hospitality Operations. 36. Orpen, C., (2000). The Attitudes of International Journal of Hospitality United States and South African Management, 27(1): 126-133 Managers to Corporate Social 47. Visser, W., (2006). Revisiting Responsibility, Journal of Business Carroll‟ CSR Pyramid in E.R. Ethics, 6(2): 89-96 Predersen and Huniche, M. (Eds), 37. O‟Toole, J. (1991). Doing well by Corporate Citizenship in Doing Good: The Business Developing Countries, The Enterprise Trust Awards, California Copenhagen Centre. Management Review, Spring, 9-24 38. Ottman, J. A., (1990), Environmental Concerns Open Markets for New Products, Marketing News, 19 March, p.21 39. Peattie, K., (2001). “Golden Goose or Wild Goose? The Hunt for the Green Consumer, Business Strategy and the Environment,” 10(4): 87-99 40. Peattie, K., and Crane, A., (2005). Green Marketing: Legend, Myth, Farce or Prophesy? Qualitative Market Research, 8(4): 357-370. 41. Polonsky, M. J., (2011). Transformative Green Marketing: Impediments and Opportunities. Journal of Business Research, 64(12): 1311-1319 42. Prothero, A. (1990). Green Consumerism and the Societal Marketing Concept: Marketing Strategies for the 1990s, Journal of Marketing Management, 6(2): 87- 103 43. Punitha, S., and Rasdi, M. R., (2013). Corporate Social Responsibility: Adoption of Green Marketing in the Hotel Industry, Journal of Asian Social Sciences, Vol. 9

109