The effect of green marketing strategies. The market response to environmental announcements


Master's Thesis, 2020

34 Pages, Grade: 16/20


Abstract or Introduction

As the environment becomes an increasingly important concern for companies, this paper seeks to answer the question ‘‘When does it pay to be green?’’. Event study methodology is used to investigate the stock returns following environmental Corporate Social Responsibility (CSR) announcements. This study shows that environmental CSR announcements have a positive effect on shareholder value. Our theory posits that different green marketing strategies have a differential effect on shareholder value.

The results of this study provide indication that an announcement of a green partnership creates more positive stock returns than an announcement of greening the organisation and that an announcement of a green product creates the least positive stock returns for the company. The product type (high-involvement product vs. low-involvement product) does not change these observations. The preferred green marketing strategy remains the announcement of a green partnership. At the end, the theoretical and managerial implications of these results and future research avenues are presented.

Details

Title
The effect of green marketing strategies. The market response to environmental announcements
College
Leuven Catholic University
Grade
16/20
Author
Year
2020
Pages
34
Catalog Number
V941751
ISBN (eBook)
9783346272737
ISBN (Book)
9783346272744
Language
English
Keywords
CSR, Green strategies, announcements, shareholder value, environment, CSP, CSV, stock, event study
Quote paper
Lien Dekeyser (Author), 2020, The effect of green marketing strategies. The market response to environmental announcements, Munich, GRIN Verlag, https://www.grin.com/document/941751

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