Ethics in Corporate Marketing for the Promotion of Social Responsibility

Abstract

The guidelines involved in Corporate Social Responsibility (CSR) demand acting with ethics, creativity, and adaptability to navigate the path to business success. In this paper, the ethical and practical considerations employed by an energy sector corporation in their marketing strategies to promote social responsibility were examined. A non-probabilistic intentional sampling was conducted with stakeholders. The data collection technique used was a survey, with a Likert scale questionnaire as the instrument. For the 155 respondents, the results revealed that a high percentage of participants recognized the implementation of CSR policies and systems in the organization. Moreover, it was found that the identification of purchase patterns based on CSR, along with its significance for corporate reputation and the alignment of marketing strategies with organizational values, were widely endorsed by the respondents.