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

Abstract

Purpose: The aim of this study is to investigate the public awareness on the consumption of green products and their desire to reduce the impact of environmental damage, to propose green image, green marketing and corporate responsibility. Desigh/Methodology/Approach: The research was conducted through a survey method using customers of Unilever. The sample result was determined by the purposive sampling of 225 customers in Jakarta and its sorounding areas. Findings: The programs succeeded with the building of a green corporate image, which shows the green marketing implementation, its marketing strategy and its corporate social responsibility which is highly beneficial and memorable to the community. Practical Implementation: The research was counducted within the available region and a limited sample form manufacturing firms. More consumers and more 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 operation process. Originality/Value: The study enables the company to be a key driver in green marketing initiatives, potentially leading to the creation of new economic growth, a green environment and help improve public health.