Thanks from nature: green loyalty program, is not it so green or is not it so loyal?
Demidov V.V.1
1 Московский государственный институт международных отношений (Университет)
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Journal paper
Journal of Economics, Entrepreneurship and Law (РИНЦ, ВАК)
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Volume 9, Number 4 (October-December 2019)
Indexed in Russian Science Citation Index: https://elibrary.ru/item.asp?id=42471369
Cited: 5 by 05.09.2022
Abstract:
This article is the author's attempt to give an explanation of the development around the environmental agenda of the so-called green loyalty programs aimed at making a feasible contribution to the care of the environment. Based on the comparison of corporate marketing policy and corporate social responsibility, the author substantiates why such initiatives as green loyalty programs, in fact, are much more of a green PR than an effective tool for changing the usual way in the company's relations with its customers. The author concludes that the green loyalty program is a marketing technique formed under the influence of the inclusion of fears for the safety of the environment in the consumer insight.
Keywords: marketing, corporate social responsibility, green development policy, green loyalty program, greenwash
JEL-classification: M14, M31, M21
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