Customer trust through green corporate image, green marketing strategy, and social responsibility : a case study

Abstract

Purpose: The aim of this research is to study the public awareness on the consumption of green products. It begins with the community’s increased interest in the environment, arising from their desire to help in the reduction of the impact of environmental damage by becoming an intelligent consumer. Design/Methodology/Approach: The research was conducted through a survey method using customers of Unilever. The sample result was determined by the purposive sampling of about 225 customers in Jakarta and its surrounding areas. Both programs succeeded simultaneously, helped with the building of a green corporate image, which shows the green marketing implementation, its marketing strategy and its corporate social responsibility program which is highly beneficial and memorable to the community. Findings: The research was conducted within the available region and a limited sample from manufacturing firms to make it a little bit less unspecific to findings. More consumers and communities should be invited to care for the environment. They should also have the ability to prove and commit to the community in the implementation of their corporate social responsibility program in order to minimize the environmental impact of not just the corporate image of the company, but also their operational processes. Practical Implications: Green marketing implementation into marketing strategy and corporate social responsibility program bring benefit, high imperative to the community, and positive value to the company's green image. Originality/Value: The study would enable the company to become a key driver in green marketing initiatives, potentially leading to the creation of new economic growth, a green environment and help improve public health.