GREEN MARKETING AS AN EFFECTIVE TOOL TO PERFORM CSR IN THE POST COVID ERA: A THEORETICAL PERSPECTIVE

Abstract

The concept of Green Marketing is focused on finding out new opportunities and to ensure better standard of living with sustainable development.The expectation of society for going green has boosted the concept of Green Marketing as a tool for Corporate Social Responsibility. Organizations always try to find out new opportunities and threats constantly presented by the marketing environment and simultaneously understand the importance of adapting to new practices. Green Marketing can be used as a tool to substantiate the CSR responsibilities of the firms and at the same time fulfilling market objectives.Covid-19 pandemic has opened a new window for businesses to shift towards a genuine and authentic CSR initiative and contribute to address urgent global, social and environmental challenges. Therefore the Covid-19 pandemic can lead to significant environmental changes in the modern marketing history,which can create a profound impact on Corporate Social Responsibility (CSR) and basic marketing philosophy. This paper attempts to explain the concept of Green Marketing as a tool for CSR with few examples of companies coming forward towards various social causes in the Post Covid era.