Raising Corporate Social Responsibility by Green Strategy

Abstract

Among the many issues of corporate social responsibility, the environmental responsibility on enterprises is continuously emphasized. Increasingly business operation and development is affected by the rising tide of expectation over green consumption in the global society. Some regional economic areas take advantage of this expectation and use it to build trade barriers which affect the market competition of industries. Green strategies are not legal negative enactments for all enterprises. Successful international enterprises believe green policies help to strengthen enterprise superiority. They believe they not only consolidate enterprise actual strength, reduce future risk, but also represent the difference in regard to corporate image and brand distinction. This thesis plans to combine the theory and reality. The objective is to build up a green strategy structure explaining corporate benefit, motive, required company internal resources and execution method. Further, consumer quantification questionnaires will be conducted to construct several corporate image strategies elucidating how green strategy implementation affects the perception of enterprises in the eyes of consumers. This thesis plans to identify corporate green strategy methodology: combining motive, corporate reaction, strategy process, green strategy correlation, implementation and the innovation level in enterprises. And five basic green image factors: (social responsibility image, technique image, market image, leader image, authenticity image) are judged or assorted by consumer comprehension of corporate green behavior. Green strategy in different innovation level result in different corporate image: this thesis explains diverse green strategy actions in four innovation levels bringing about the corporate image diverseness