s40991-024-00100-3

Adewole Int J Corporate Soc Responsibility (2024) 9:15 International Journal of
https://doi.org/10.1186/s40991-024-00100-3
Corporate Social Responsibility
ORIGINAL ARTICLE Open Access
The need for social equality

from emerging patterns in business and costs
towards environmental sustainability in a new
paradigm shift
Olukorede Adewole1,2*
Abstract
This investigation is based on a quantitative method and approach from inferential statistics.
This study addresses urgent need for social equality and the desire for a sustainable business environment follow-
ing emerging realities, climatic changes, and environmental issues based on a framework built on corporate social
responsibility (CSR).
The primary data were acquired from respondents via questionnaire administration and interviews from a random
poll performed in Rome.
The results of the hypothesis connecting brand image and social responsibility showed a high value of p = 1.000,
exceeding the set critical limit of 0.05; thus, companies and organizations that support socially responsible prac-
tices are drivers and vanguards for promoting and entrenching social equality, trust, and mutual engagements
with the stakeholders and societies from which they draw resources for their activities.
Finally, relevant and novel models have been presented that unravel and unveil the templates and working frame
for achieving social equality and sustainability while addressing environmental issues associated with business activi-
ties, emphasizing value -based creation, social equality, and sustainable marketing on a precept and foundational
framework of social responsibility and corporate identity, or ‘CSR’. This led to key recommendations crucial to the busi-
ness environment, policymakers, stakeholders, and decision-makers in politics.
Keywords Environmental sustainability, Climate, CSR, Social equality, Costs, Shifts & realities
Main text heading/introduction tenaciously or fervently supporting companies that show

CSR can be complementarily associated and strongly strong passion and concern for employee welfare, sup-
connected with a smart brand strategy. port and are keen on community development programs,
Consumers are strong proponents or promoters and human rights course, climate protection and efforts
supporters, passionate and keen advocates for CSR who geared towards environmental sustainability.
vote with their wallets, highly inclined or attached and Creative brand strategist Andrew Miller states and
emphasized that positive social purpose tenaciously
driven or pursued around core – core transmitted mes-
*Correspondence:
Olukorede Adewole
sages are essential, obviously this is associated with
clef.may1@gmail.com core – values when resonated in the hears of the audi-
1
2
Literary Edifice, Rome Business School, Rome, Italy ence and well communicated can be the key or major
Ligs University, Honolulu, USA
differentiator1.
© The Author(s) 2024. Open Access This article is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0
International License, which permits any non-commercial use, sharing, distribution and reproduction in any medium or format, as long
as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons licence, and indicate if
you modified the licensed material. You do not have permission under this licence to share adapted material derived from this article or
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Adewole Int J Corporate Soc Responsibility (2024) 9:15 Page 2 of 28
Obviously, a strong brand strategy enables a company activities to build trust, improve consumer satisfaction
to achieve its strategic goals, missions, drive and attract and consequently enhance consumer loyalty to their
strong audience attention and draw its loyalists or the selected or preferred brands (Ahmed et al., 2020;
brand advocators, supporters and evangelists. Sürücü et al., 2019).
Studies have highlighted and enumerated so far the
➢ Armstrong, Gary, & Philip Kotler (2008) reported positive effects of consumer-perceived brand inno-
that socially responsible marketing is in the best vation (Pappu & Quester, 2016), brand participation
interest and benefit of society, in my opinion this (Leckie et al., 2016), and brand value (Yeh et al., 2016)
observation even goes beyond doing business and on brand loyalty. As unveiled, brand loyalty can be
gaining profits or accumulating wealth. improved and enhanced by “customer satisfaction (Hew
➢ Human ‘socioeconomic activities and businesses et al., 2016), consumer-perceived corporate reputation
have drastically impacted the environment mani- (Loureiro et al., 2017), and social media marketing”
festing to diverse issues of environmental concerns (Ismail, 2017).
and climate changes; the business and firms need A positive impact can be induced on overall corporate
to give back to the society they use and utilize their image (Li et al., 2017; Lu et al., 2020) through the fol-
resources to capture profits, wealth and accumula- lowing elements: “brand image, consumer perception of
tion rather than being miserly greedy about “wealth brand ethics (Ahmed et al., 2020; Iglesias et al., 2019),
accumulation to negligent practices, environmental consistency of advertising and brand promotion (Arbouw
detriments and social nonchalance”. et al., 2019), and brand reputation and consumer trust”.
➢ This paper sought to address climate change issues Most of the extant and existing studies drawn from
resulting from business and marketing activities and the literature citations have focussed on the brand of the
negligent practices towards mitigating and reducing enterprise itself by the impact of consumer perception,
rising incidences of actions and activism against the product quality and standards on brand loyalty and brand
state for social and well fare deprivations, while look- image. Furthermore, it has been shown that the CSR per-
ing in another direction into “social equality costs, formance of a company could lead to and generate higher
and realities in connection”. stock returns (Lins et al., 2017), and, in turn be favorable
➢ Thus, pragmatic steps and approaches to be taken for brand reputation (Asmussen & Fosfuri, 2019). Schol-
and adopted are sought and provided in the present ars have provided a broad range of definitions of CSR.
realities. According to Kotler and Lee (2004, 2005), CSR can be
➢ This paper provides an in – depth view and per- defined as the assurance or commitment shown towards
spectives, providing an extensive presentation and the community for its well-being and welfare. This objec-
‘insightful delineation of this crucial subject empha- tive or motive and purpose may be achieved by adopting
sizing in the extant realities presently seen and flexible business practices by making use of corporate
encountered in the existing business environment, resources. Based on public welfare activities, Kotler and
discussing marketing and social worries or concerns Lee (2004, 2005) divided the approaches or contexts of
in relation to wealth accumulation, business ultimate CSR implementation into specific types. This established
goals of capturing profits as the motives of most busi- structure has been adopted and used by a number of
ness firms, managers and investment stakeholders other scholars to explore the influencing mechanisms of
and funding donor sponsor or proprietors, ‘CSR and CSR on brand loyalty and brand image. As an illustration
social responsibility roles craved as climate changes or demonstration, Howie et al., (2018) found that public
or climatic issues results and mounts from business welfare-related marketing has an effect on the consumer
activities stressing the need to also look beyond the evaluation of a company. Lu et al., (2020); and Nickerson
climatic predictions and models rather than giving and Goby (2016) determined that corporate social mar-
a complimentary treatment and consideration with keting affects and impacts consumer purchase intentions.
salient recommendations made. Additionally, it has been found and established that the
➢ It emphasized pragmatism. amount of corporate philanthropy changes consumer
➢ New propositions, hypothesis frames, emerging brand attitudes (Yuan & Tian, 2015).
trends or projections and novel models are carved The core values and strong customer benefits should
and presented ending with salient recommendations constitute key aspects of the company built around busi-
ness’s strategic fit, core values and propositions. This is
It is not easy to establish a unique brand image and crucial in this world of strong customer dominance and
brand loyalty; thus, enterprises should implement cor- increasing place and centeredness for strong customer
porate social responsibility (CSR) and other practical benefits and advocacy rather than just sales focus.
These core values are reflected and conveyed in the self-regulatory business model and framework that ena-
CSR and creative brand strategy developed and applied bles a firm to be socially accountable to the organization,
by the company. By doing so, the desired positive ‘social stakeholders, and the general public (Farid et al., 2019).
changes’ anticipated and sought in our community and With CSR, a company becomes conscious and aware of
larger world can be achieved. its impact, influences and roles played on all elements
The current study and investigation will provide a of society, including economic, social, and environmen-
detailed and explicit delineation of the realities currently tal issues. Being a socially responsible firm can signifi-
seen and emerging issues, discussing the essence of doing cantly help and impact or shape the image and brand of
business responsibly in a sustainable manner, social a company.
equality, the passion and concern of businesses, firms and If corporations are caring enough, passionate, and
organizations for the people from which they use and concerned about the social wellbeing of the communi-
utilize their resources for profit realization beyond ‘self – ties in which they operate, utilize and make use of their
greed, motives and solely incentives for stakeholders but resources for wealth creation, they will seek relevant
eschewing nonchalance in the context of ‘CSR; the sus- stakeholders, mediate, and build an action plan towards
tainable business environment coupled with abating cli- merging business plans, motives, and objectives with
matic changes, social worries, concerns or anxieties and societal needs, caregiving, and aligning to bring social
environmental issues. equality determined by wealth distribution by giving back
It is a survey based on a random pool performed in to the community, society, or neighborhood in which
Rome by questionnaire administration and physical or they operate by contributing to community development
one on one interviews from respondents across some and infrastructural improvements.
industry vertices and public domains. Furthermore, they would be proactive enough and
This investigation is based on a quantitative method practically sensitive to key issues of environmental con-
and approach from inferential statistics/This study high- cerns and deterioration, such as; pollution, carbon level
lights the urgent need for social equality, the desire for build – ups, sequestration and greenhouse gas emis-
a sustainable business environment following emerging sions and accumulation, global warming and climate
realities coupled with climatic changes and environmen- change, among other pressing and urgent issues of severe
tal issues based on a presented framework built on cor- environmental impacts and consequences. They would
porate social responsibility (CSR). be more mindful of how they do business, styles and
Some previous drafts and article extracts were also pre- approach and sought sustainable ways of doing business
sented for insightful illustration and presentation of the and pragmatic ways to drive towards sustainability and
subject matter. long -term goals in the interest of society and present and
As a mainstream target, goal and pursuit, doing busi- future coming generations.
ness responsibly, socially and in a sustainable man- Social inequality culminates from the massive accumu-
ner should be part of the goals of firms, businesses and lation of wealth in the custody of a few hands pervades
organizations as ‘Carroll identified in its various stages for a long time from the pre – historic times of the eight-
of discussions as exemplified within the pyramid earlier eenth century to the advent of the twenty – first century
presented (Carroll, 2008); though put discretionary. until the present era in terms of historical trends, pas-
In this note ‘CSR and sustainable business, ethical mar- sages and regimes. Marxism and proponents had long
keting, norms respect and mutual culture of social inti- revolutionized social equality; Keynesian on the one
macy should take some considerable place and space as hand a socialist advocated for the right measures to sup-
interests should be considerably shown by organizations. press self – destructive capitalism as pushed for. Creators
The essence and significance of social equality being of wealth and companies using resources from societies
considered and infused into the ‘CSR scheme and in which they operate could be responsible for the envi-
structural template or business model of an organiza- ronmental impacts in climate change among others from
tion, company or corporation cannot be undermined; business practices and their economic activities, in seek-
as explicitly discussed and illustrated in this discussion, ing profits as a result corporate social responsibility in
research findings and investigation, even the rising liti- line with and connection with redressing social inequal-
gation trends, jury and law suit cases can be drastically ity is a key theme and direction to seek as proposed and
checked, reduced and avoided in certain instances if presented in this research.
organizations and corporations will need to be socially This investigation is an explicit delineation of the extant
responsible and infuse ‘CSR into their business models, and emerging realities of the urgent need for social equal-
scheme and operational modules or styles. Corporate ity, the desire for a sustainable business environment
social responsibility can be described or expressed as a coupled with climatic changes and environmental issues
based on a presented framework built on corporate social In addition, Carroll (1979) contentiously argues that
responsibility, ‘CSR and random pool done in Rome by “these four categories are neither mutually exclusive nor
questionnaire administration interview from respond- meant to portray a continuum with economic concerns
ents across some industry vertices and public domain as on one end or edge and social concerns on the other” (p.
mentioned earlier. 499), disjointing or contrasting divergent extremes.
‘Cognizant of present issues associated with the busi- Specifically, economic responsibility represents that
ness environment of environmental concerns on how the companies are supposed to provide goods and services
business could impact the environment, welfare state and that society needs and sells or dispenses while capturing
social life styles and the need for arriving at social equal- profits, returns, and gains (Carroll, 1979, p. 500) to meet
ity and engendering social changes and development, it is their stakeholders’, owners’,’ and shareholders’ expecta-
crucial, urgent and essential or extremely pertinent and tions and targets.
important to look at the twenty-first century perspective As suggested by Kotler and Lee (2005), CSR can be
of doing business in a sustainable manner and towards described as a commitment to society. As identified and
achieving a dream twenty-first century greener safer noted; Loosemore and Lim (2018) identified four dimen-
planet. sions of CSR that can be explained with the help of a
Some article extracts were also presented for insightful pyramid: “economic responsibility, legal responsibility,
illustration and presentation of the subject matter, while ethical responsibility, and philanthropic responsibility”.
relevant and novel models have been presented that Evidently, CSR has a considerable influence and has a pos-
unravel and unveil the templates, and working frame for itive impact on corporate image and reputation (Lu et al.,
achieving social equality and sustainability while address- 2019a, 2019b). Further studies revealed that consumers’
ing environmental issues associated with business activi- participation in charitable donations through tCSR activi-
ties, emphasizing value -based creation, social equality ties organized by enterprises could help to improve the
and sustainable marketing on a precept and foundational image of their products and brands (Luo & Lv, 2019).
framework of social responsibility and corporate identity, As identified and stated by Douglas and Emily (2011)
or ‘CSR’. the business environment has changed significantly
It is imperative and pertinent to extrapolate this inves- recently and has drastically seen or witnessed drastic and
tigation beyond models and projections from climate almost innumerable changes. Firms engaged in CSR prac-
change and environmental issues connected and associ- tices believe that this engagement has proven helpful for
ated with or products of business impacting the environ- increasing revenue over time to achieve long-term profit
ment and taking into account social equality, costs in a maximization (Lu et al., 2019a, 2019b). Firms also believe
new paradigm, ‘CSR orientation and social responsibility that CSR helps to strengthen their overall image in soci-
in the existing context, realities, and dynamics’. ety among their stakeholders, consumers, investors, etc.
Finally, relevant models and novel models have been Apart from corporate image, CSR also leads to positive
presented and proposed as mentioned earlier in an influences and shapes the brand loyalty of their consum-
extensive presentation and ‘insightful delineation of this ers. ‘^ As revealed by the study of Iglesias et al., (2018),
crucial subject, emphasizing the existing realities existing benevolence-based trust revolves around customer per-
in the business environment, marketing, and litigation ception as either a firm seriously showing and portraying
concerns in relation to climate change or climatic issues, honesty or concerned and committed about the well-
and stressing the need to also look beyond the models, being and welfare of society. Similarly, based on the social
but rather giving a complimentary treatment and consid- trade hypothesis, another famous author, Arikan et al.,
eration with salient recommendations made. (2016), indicated that client trust in the direction of the
firm image improves the social integration of the client
association to build client responsibility toward the brand
Literature: sustainable marketing, corporate social (Nguyen & Pham, 2018; Kim, 2019; Zhao et al., 2019). The
responsibility and environmental sustainability consumer makes an overall assessment, appraisal, and
Following the discussion presentation and based on Bow- evaluation of the image of the firm, which is often cen-
en’s (1953) book and as a precept or foundational stone, tred on their perception and available or known facts and
Carroll (1979) identifies the CSR pyramid strata as a via- information about the firm (Joo et al., 2017). In fact, trust
ble frame that encompasses and includes four stages of is the key driver and forerunner of CR.
CSR development and can be described as; “economic: To survive, and achieve break through or have a cut-
wealth creation, legal: lawfulness, ethical: moral inclina- ting-edge in this dynamic business environment and pre-
tion, and philanthropic: voluntary self – will or free giv- vailing or presently ‘on-going dynamics, businesses have
ing of obligatory duties and roles.” been forced to adapt various strategies and be flexible
enough, among them being the integration of corporate dedication or commitment shown and displayed or
social responsibility (CSR) into their business models, exhibited and imbibed by organizations to act in an ethi-
nodules and schemes. As shown in a study, people are cal manner as well as made and directed towards contri-
more likely to respond to a brand involved and engaged butions to economic development, and in turn or in the
in or participating in some good causes (Sharma & Jain, process driven and put towards enhancing and improving
2019). The consumer’s idea about a firm depends on the quality of life of their employees, their families, and
perception, encompassing and consisting of both brand the local community and society entirely. From this defi-
performance and brand equity. Moreover, brand perfor- nition, it is evident, and obvious enough that CSR is all
mance is the input of a brand and positively influences about how organizations relate to the external and inter-
the overall performance or output and productivity of the nal environment they are found or exist, in the course of
business (Irshad et al., 2017; Loosemore & Lim, 2018). pursuing their business motives, pursuits and objectives
As a useful tool and strategy for achieving brand loyalty or goals.
firms must devote significant attention to creating and As Carroll (2015) noted, “during the 1990s the glo-
sustaining customer loyalty by adopting CSR (Almeida balization process and trend increased the operations
& Coelho, 2019). Furthermore, consumer loyalty repre- of multinational corporations which now faced diverse
sents consumers’ desire to use a firm’s brand, product, business environments abroad, while some of them are
or services over time (Singh & Saini, 2016). Kotler et al., depicted and characterized by weak regulatory frame-
(2018) described the repeat-buying behavior of consum- works & templates with no adequate background nor
ers, reflecting and depleting a sign of brand loyalty. preparation and basis to cope with emerging issues and
Bendell (2005) in his opinion argues, contesting and realities”, (p. 89).
stressing that, nether a single definite, or and a precise This ‘shift significantly meant a lot for these ‘global
definition of what CSR is does not exists, nor can it be companies, which brought about new changes, events
found, as various organizations define this concept in and meant new opportunities that emerged with a ris-
different ways, specifically to their purpose, what they ing global competition and strive for new markets. This
choose to portray or needs and suitability. In fact, a multi shift, and trend is further marked followed by increased
– dimensional perspective of ‘CSR was conceived in lit- reputational risk due to a growth in global visibility, and
eratures prominent among; Matten and Moon (2008). ‘^ conflicting pressures, demands, and expectations from
Scholars have provided a number of different definitions the home and the host countries (Carroll, 2015) were evi-
of CSR. According to the perspectives of Kotler and Lee dently observed in the scenes.
(2004, 2005), CSR can be defined as the assurance of or Business and social responsibility in the marketing
commitment to the community for its well-being and sphere or domain is frequently encountered or often
welfare. This objective may be achieved with the help of discussed and viewed from the perspective and line
flexible business practices for the effective use and utili- of the moral and ethical context or dimension. Some
zation of corporate resources. researchers advocating and promoting socially responsi-
Focusing on and stressing public welfare activities, Kot- ble behavior mention, while emphasizing that qualifying
ler and Lee (2004, 2005) divided the approaches to CSR marketing actions should not simply meet the minimum
implementation into specific types. Other scholars have ethical business guidelines, regulations and standards but
also explored and examined the influencing mechanisms expected as demanded, and should voluntarily exceed or
of CSR on brand loyalty and brand image based on this surpass them beyond society’s expectations or anticipa-
existing and established structure. For example, Howie tions (Grewal and Levy, 2008).
et al., (2018) found that public welfare-related marketing In addition to economic implications and consid-
affects the consumer evaluation or assessment of a com- erations, marketing strategies significantly and strongly
pany. Lu et al., (2020), and Nickerson and Goby (2016), impact the prevalent social value system or structure. ‘^
determined that corporate social marketing affects con- Studies and findings have clearly shown, indicated and
sumer purchase intentions. The amount, degree, and revealed that individuals are more attracted or drawn
extent of corporate philanthropy change consumer brand and brought closer to firms that appear more socially
attitudes (Yuan & Tian, 2015). responsible (Irshad et al., 2017), thus creating and build-
However, most of these definitions are closely related, ing or portraying an image that enhances and improves
intertwined and interconnected or interwoven and coin- consumer behavior and purchase intentions for the prod-
ciding, in the sense that they relate CSR to how organi- uct brand. As stated and pointed out by Lu et al., 2019a,
zations manage and optimize their business processes 2019b, the CSR activities of a firm play an integral or core
to create a generally positive impact and influence on and central part in building and establishing trust among
society. Thus, CSR is universally defined as the ongoing consumers.
Advocates and proponents or supporters of socially Hence, the justification and commitment of a company
responsible marketing practices argue and contest that to operate in an economically and environmentally sus-
current marketing system creates false wants, injects tainable way by complying with the interests of its stake-
constant desire and intense crave for material posses- holders are established and entrenched through CSR
sion or materialism, and eventually and finally leads to (Nejati et al., 2014). In line with Freeman, Agudo-Valiente
excessive spending and that for no good or justified rea- et al., (2015) stressed the proactivity of CSR, when stat-
son or course of action. Thus, socially responsible mar- ing that it has become a strategic tool that allows com-
keting draws essentially attention or keen interests and panies to satisfy or meet the needs and expectations of
zeal to ‘social costs’ (Armstrong, Gary, & Philip Kot- stakeholders.
ler, 2005, 2008), which are embedded or concealed and The institutionalist approach shows and indicates that
cemented in the marketing, selling and consumption a company tends to behave in an opportunistic manner
of private items and commodities. However, pragmati- to obtain better benefits in the short term, except when
cally and beneficially with no harm incurred it calls for a institutions intervene to mitigate this behavior. Mich-
marketing system that significantly contributes to social elon et al., (2013) noted out that CSR under institution-
and environmental sustainability, while simultaneously alist guidelines or procedures focuses on profit creation
doing business profitable manner. Enterprises can adopt or generation and opportunities for companies to obtain
marketing activities to improve public welfare and CSR benefits from society; that is, they use corporate invest-
implementation. As the first of six types of public welfare ments on social causes as a short-term strategy and
marketing approaches proposed by Kotler, the cause- mechanism or approach and steps to overcome a nega-
related promotion strategies of a firm prompt the public tive reputation, thus playing or taking up the role of a
to devote their attention to public welfare causes by using sort of tax or licence to undertake and perform profitable
the firm’s various material or nonmaterial resources (Jeon and sustainable business.
& An, 2019; Luo, 2015; Park et al., 2017). Several CSR approaches point to the fact that the
The recent rapid and vast or enormous degradation power of the company in its surroundings is based on
presently left in the eco-system has drawn and intensely the balance established and ensured or created between
attracted the world’s attention, and intense global efforts the responsibility to prevent and correct social issues
have been initiated and called for to minimize the signifi- resulting from the activities carried out and influence of
cant negative effects as the present trend of consumerism the organization and promoting profit generation in a
unfortunately not only creates an artificial psychological way and manner that improves its reputation. Thus, on
value and inclination attached to higher-priced brands this basis or in this regard, three approaches are empha-
but also raises environmental concerns about their pric- sized and stressed: the macroeconomic approach from
ing, promotion and packaging mechanisms. the liberal position, related to the increase in the prof-
its resulting from free, open competition, without any
Literature, dynamics & theoretical framework interaction with external individuals and the surround-
The stakeholders approach has emerged as one of the ings; the microeconomic from the social position, which
most notorious paradigms and trends in CSR, promi- demands responsible organizational behavior; and the
nently discussed, culminating and leading to a debate, intermediate position, which highlights its counter posi-
argument and contestation or manifestations from the tion from an integrated application approach pertaining
capitalistic Anglosaxon shareholder’s concept, built on to the current performance of the companies from the
the premise that companies should address their interests context of responsible practices.
exclusively to their shareholders. However, stakehold- The macroeconomic approach began and emerged
ers recognize that companies are also held responsible between 1969 and 1970, in defence of economist and
for their workers and local communities based on the statistician Friedman, who stated that CSR is geared
notion of capitalism (Ingley et al., 2011). Since 1984, towards actions and practices that increase economic
Freeman confirmed and ascertained that the competitive benefits and gains without intending to take up respon-
advantage of a company is based on its reputation and its sibilities beyond their competence, within a framework
capacity to attract its stakeholders with quality actions, of transparent competition. This postulate is supported
preserving the efficiency of the organization’s operations and established by Adam Smith’s “Invisible Hand,” which
and the quality of the products/services, thereby improv- states that the interaction of individuals in the market
ing their level and extent or state of satisfaction and the guided by their own interests will be more beneficial,
creating a sense of belonging, assimilation and accept- advantageous, effective and efficient than if any other
ance or accommodation. entity or institution wishes or intends to intervene in
these dynamics (Ingley et al., 2011). From this mirror activities directed towards creation and generation of
or optics, every CSR doctrine or narrative aimed and wealth, and eventually who are the business’ potential
directed at the service of society is considered subversive, beneficiaries and/ or risk holders” (p. 8). In essence, their
as it distorts the functioning of the market by generat- corporate influence is crucial and important, driven and
ing inefficiency in the allocation of available resources; in based on exogenous influence. The success and implica-
theory, the neoclassical economic point of view suggests tions or effects of corporate management and organi-
a negative connection and link or bearing between CSR zational image depend on this influence (Noto & Noto,
and market fundamentalism (Gingrich, 1995; Walley & 2018).
Whitehead, 1994). The stakeholders consist of those persons, parties or
In contrast, the microeconomic approach portrays or entities that nay be affected by the achievement and out-
presents CSR as a marketing strategy to achieve corpo- comes of the organization’s set goals or objectives” in
rate success and economic benefits or gains, in addition addition to their actions, and influences or roles (Free-
to gathering and obtaining initiatives that improve social man, 1984, p. 25). Again, Bryson (1995), from another
and environmental conditions. A company is socially angle, states that stakeholders may present an ownership
responsible when it places its emphasis on economic claim placed on an organization to defend their rights and
stability linked and connected to its corporate ethics request guarantees in responses to their reality. Stakehold-
contribute to the overall good and benefits of society. ers include and cut across “government, institutions and
Cheng et al., (2014) state that companies that operate trade unions, social organizations, sponsors or donors,
and engage in or participate in CSR activities with effi- political institute or parties and the d citizens” (Corrêa &
cacy and efficiency are favoured. CSR dissemination has Miranda, 2011). Likewise, Chung, Lin, and Yang (2012)
become a long-term, credible, and transparent tool, and state that these claims emphasize corporate objectives,
as corporate objectives, expand and projects become goals, and expectations towards facing and could be essen-
social components as companies reduce investment and tial in pursuing responsible actions toward the surround-
reduce cost loss, stakeholders become more effective. ing social and environmental settings or domains.
Based on this argument, it can be concluded that com- Although the primary definition of stakeholders put
mitment and efforts towards responsible initiatives pro- forth by Freeman (1984) has revolutionized and drasti-
mote better performance and prevent the altruistic bias cally changed the corporate world regarding the effect of
of activities between businesses and society. stakeholders, the context of this definition, what it repre-
Importantly, the influence of the organization from sents and denotes has evolved to include providers, envi-
the late nineteenth century and its participative role in ronmentalists and other groups that may contribute to
the economic growth of countries in the twentieth cen- or hinder and jeopardize organizational purposes. From
tury led society to be involved and undertake productive this stand point or perspectives, Clarkson (1995) divides
behavior from the economic, social and environmental stakeholders into primary and secondary categories or
areas, viewing it as a cell that guarantees organizational classes. Primary stakeholders are indispensable, crucial
capability and collective wellbeing as a new corporate and extremely important for corporation to develop and
practice known as CSR. The act of responsible manage- achieve its social purpose or motives. They include; share-
ment and disposition by the organization or attitude holders, investors, employees, clients, suppliers, and also
shown in this direction is based on four key principles the public stakeholders consisting of communities and the
that enable and allow for shared value in prerace (Arrigo, government, who provide infrastructure, markets, laws
2013) based on CSR aspects identified as follows: “eco- and regulations, thus creating interdependence and coex-
nomic, ethical, legal and philanthropic responsibility” istence or networks between the corporation and primary
(Arrigo, 2013; Bai & Chang, 2015; Mahon & Wartick, stakeholders (Moura-Leite et al., 2014; Colvin et al., 2016).
2012; Wang & Berens, 2014; Wang & Juslin, 2013). Secondary stakeholders are those participants or
Corporate actions and productive activities have direct groups who influence, affect, or are influenced by the
and indirect impacts on the well-being of stakeholders, company but do not conduct direct operations and are
including shareholders, employees, clients, providers, not essential for its survival. This wide definition of sec-
local communities, the natural environment, the gov- ondary stakeholders includes communication media
ernment, and society in general. In fact; the expecta- and nongovernmental organizations, since they have the
tions of every group of stakeholders are defined based on capacity and tendency to mobilize public opinion to sup-
needs (Alniacik et al., 2011). In this context, Post, Pres- port or oppose any success or accomplishment made by
ton and Sachs (2002) state that stakeholders are defined the company (Moura-Leite et al., 2014).
as “individuals and groups who voluntarily or involun- CSR practices that are purposely addressed to pri-
tarily engage and contribute to a business’ capacity and mary stakeholders are prone, liable, or tend to lead to
changes in equity. Considering their enourmous posses- Importantly, and thus as crucial, the stakeholders’ theory
sion of power, stakeholders can demand greater financial is framed and enshrined within corporate logics that allow
and social performance, and their demands are likely to for their configuration and scope within the ethical, legal,
receive immediate, urgent, or prompt attention; however, economic, and socially responsible aspects of the organiza-
theory and empirical evidence on the connection and tion. Hence, Coetzee and Van Staden (2011) defined CSR
relationships between financial performance and CSR from dialogue with all its stakeholders, claiming that the
are not conclusive (McWilliams & Siegel, 2000; Margolis performance evaluation of an organization must include
& Walsh, 2003). Unlike primary stakeholders, second- the assessment of social matters by its stakeholders, which
ary stakeholders show little power, less influence, and constitutes ethical commitment (Arrigo, 2013).
urgency when exerting pressure and placing legitimate
demands on the corporation (Chang et al., 2014). Stakeholder activism and investment incentives
It is essential to emphasize that stakeholder theory From the perspective, context and opinion of Visser,
has been presented in the framework and contexts of W. (2008), CSR is engendered and driven by stakehold-
the organization as corporate management that stems, ers’ activism or pressure groups which often address the
emanates, or results from dialogic ethics, constituting alleged failure of the market and government policy. The
the basis from which CSR strategies are built (Freeman, regime and trend of socially responsible investment gives
1984). It has also been used to overcome the macro- CSR an incentive where funds are screened and transpar-
economic approach or the neoclassical theory, which ently scrutinized on ethical, social and environmental cri-
identifies the maximization of economic growth of the teria, which in effect proactively encourages businesses to
company and points to the owners as the only actors for inform shareholders or key players of potential risks and
that purpose (Agudo-Valiente et al., 2015). issues thereby helping them to better understand their
As put forward and stated by the Prospectors & Devel- stakeholders, including shareholders, and bringing trans-
opers Association of Canada (2015), the stakeholder con- parency. According to Hill & Knowltown (2006), surveys
cept provides an ample institutional perspective on the have shown that analysts place as much or utmost impor-
accountability reports of the company, which establishes tance and significance on corporate reputation as they do
the promotion of an alternative to Milton Friedman’s tra- on financial outputs and delivery or outcomes from finan-
ditional approach as a fundamental factor, primarily and cial terms. ‘^ Edward Freeman includes the interests of
solely emphasizing the monetary factor, while this theory other agents or participants involved in the shareholder’s
essentially refers to the need to balance stakeholders’ model, emphasizing that managers should make efforts to
needs and interests (Ferrero, 2014). balance interests around an integral or core vision (Fer-
Freeman’s theory emanates from the strategic voca- rero et al., 2014; Sanchis-Palacio & Campos-Climent,
tion of management; however, Carroll (1991) argues 2019). Thus, CSR should represent and portray or depict
and contested that it is developed and built or emanates corporate ethics in inundating and bringing out its rela-
from the legal perspective and the ethical engagements of tionships with its stakeholders, contributing to the society
the organization. Stakeholders are those entities or par- in which the business is operating (Freeman & Liedtka,
ticipants involved in and taking part in the functioning, 1991). This perspective is reinforced, strengthened and
development, management, and economic success of the built and developed from Archie Carroll’s model based
company (Harjoto et al., 2015). on ethical responsibility when adapting to stipulated
Donaldson and Preston (1995) offer more analytical standards and practices that are not legally encoded but
depth, insights and perspectives to our understanding rather translate into actions that shareholders expect and
of Carroll’s stakeholders theory by introducing the fol- demand or call from the organization (Carroll, 2016). In
lowing four dimensions: (1) a descriptive dimension, this vein, Wagner-Tsukamoto (2019) suggested the con-
depicting or representing managers truly do or actions cept of ethical capital through a product or service that
taken regarding commercial relationships; (2) an instru- facilitates and promotes corporate philanthropy towards
mental dimension, when defining the results or conse- stakeholders, which could drive and engender or promote
quences of specific actions administrators undertake stakeholder activism.
on behalf of their organizations; (3) a regulatory dimen- Conclusively, sustainable business and marketing are
sion, in response to the ethical question and perspectives known to be socially responsible, in addition, they can
that must be considered by managers and organizations; imbibe ethical values and prevent pollution or minimizes
and (4) management in searching for support from pro- pollution as much possible. Intense efforts to minimize or
fessionals in learning how to develop or establish the avoid pollution as much as possible can be considered a
complex network of relationships or links among the way of being socially responsible engendering ‘CSR which
stakeholders (Weber & Gladstone, 2014). is a key component of sustainable marketing practices.
Consumers and customers feel safely protected and see

companies doing such as caring and after the well—being
of their customers. Thus, a stronger brand loyalty and
association based on customer loyalty can be built and
strongly enhanced.
This effort culminates in increased or greater gains from
sales and turn-over boosts and incentives for stakeholders
as well. This is also a strong justification for linking ‘CSR,
sustainable marketing and climate to environmental pro-
tection issues and engenders a strong zeal to seek or find
potential ways and propose pragmatic models of sustain-
able marketing as subsequently presented to buttress this
presentation and conceptual frame.
Furthermore, sustainable marketing within a value-
based creation ideology and the integration of organi-
Fig. 1 Chart showing societal marketing key considerations. Source:
zational culture could be sought, and could impact http://socio-articlebloggspot.com
financial performance in subsequent works and
presentations.
Societal marketing This theory dates from the classic period of history but
Societal marketing is key and can be considered a core it underwent various transformations metamorphosing
and integral part of sustainable marketing and social through various evolutionary phases, and took its mod-
responsibility: organizations are called to be socially ern form, existence and conception between the six-
responsible, and wake up to their corporate social teenth and eighteenth centuries.
responsibility; this can be extrapolated into social equal- As depicted and conceptualized, the individual-society
ity, costs and mutual social interactions between firms, relationship is a symbiotic situation (4,5,6); whereby the
organizations and societies, ‘CSR roles and align with the two parties interact mutually or are found in coexist-
vision for sustainable global goals emanating and crucial ence and confer some right to the state to maintain social
in recent times conscious of some devastating environ- order or status by enhancing human life and cohabitation
mental issues among; “global warming, ozone layer deg- and gaining the benefits of community and safety.
radation and depletion, Arctic glacial iceberg melting, Lightly connected to social contract, the corporate
perennial flooding”, etc. (Fig. 1). social theory, in connection with a firm’s indirect social
obligations, has been advanced and projected as a theo-
Three key considerations of societal marketing retical basis and background to explain the practice of
Societal marketing can strongly enhance sustainable CSR by corporations and organizations or corporate
marketing, and engender long –term goals, visions and entities.
sustainability. To demand an obligation, commitment and ties,
according to social contract theory, and this path or
Social contract theory direction, businesses are bound and confined by the
The best known philosophers such as, Thomas Hobbes, social contract whereby they consent, accede and agree
John Locke and Jean Jacques Rousseau fervently talked to perform various socially desired actions in return
on social contracts(1234567) for the approval of their objectives or goals and other
rewards or gains. This definitely guarantees ensuring its
continued existence or sustainability.
1
https://www.huffposts.com/entry/why-corporate-social-resp-1-92822467. Sustainable marketing can be observed and deduced to
Retrieved Dec, 06, 2017. be supported by social contract theory which emphasizes
2
Hobbes, Thomas, Leviathan 1651. a symbiotic relationship as outlined in the previous para-
3
Hobbes, Thomas (1985). Leviathan London Penguin, p. 223.
4
graph whereby a mutual relationship is established by
Locke, John, Second Treatise on Government.1689.
5
between the company and society or two parties.
Jean – Jacques Rousseau, Oeuvres Completes, ed. B. Gagnebin and M.
Raymond (Paris, 1959–95), III, 361; The Collected Writings of Rousseau, ed. Sustainable marketing can be described as falling, con-
C. Kelly and R. Masters (Hanover, 1990-)., IV, 130. fined and bound within the 5 basic core and principles
6
Jean – Jacques Rousseau. The Core Curriculum. https://www.college. of ‘CSR or corporate social responsibility comprising:
columbia.edu/. Columbia University Retrieved 12 April 2017. “consumer orientation, value – based marketing, sense
7
Oeuvres completes, III, 364; The Collected Writings of Rousseau, IV, 141.
of mission, innovative marketing and societal marketing” vertices or verticals randomly drawn across consum-
driven precepts and conceptualization. ers and participants in the presented industry vertices.
By inculcating and imbibing the concept of sustain- A slightly rigorous quantitative treatment and acquisi-
able marketing, companies can drive towards core- tion of the primary data led to accomplishment of this
value, creation that satisfies and meets their customers’ research task, and endeavour.
needs maximally and return to the community in return With a probability sampling technique, everyone in the
through CSR and promote a safer greener, sustainable population has an equal chance or likelihood of being
and safer planet. chosen. It is being put and described as the best way to
As mentioned earlier companies implementing CSR ensure that all sampling units are equally representative
can enhance, in fact trigger and gain higher or increased of their populations (Curtin et al., 2005; Fowler, 2009).
financial performance. Simple random sampling is a sampling method that
However, CSR practices have enhanced financial per- ensures that each member or sample representative of
formance status and position as shown by Chou et al., a population has an equal chance or likelihood of being
(2017) based on listed companies from Taiwan. chosen as a respondent (Thomas, 2020).
On a note and background from another footprint or This study has stressed and identified the impact of a
perspective; Senyigit and Shuaibu (2017) in an investi- company’s various CSR initiatives on brand loyalty. The
gation of emerging countries revealed mixed and con- relationships and correlations among key variables have
trasting results. This is not to undermine or underpin been determined and established. The study was based
the importance and significance or bottom line and core on a positivist approach of philosophy because we are
values of ‘CSR practice in either context, even when the deducing the pre-identified variables through the litera-
contrast was seen or observed. ture and further creating a generalized idea about these
Companies implementing CSR in their business strat- predefined variables. The data were collected with the
egy adopt different social-responsibility practices or help of a pre developed survey questionnaire that was
norms. developed on a Likert scale with close-ended questions.
By adopting the right and appropriate business strat- The initial research questions, underlying assump-
egy, ‘CSR adoption and cognizant of the different social tions, and hypotheses presented are statistically tested
responsibility the companies can do a lot of good to the and verified to make key recommendations crucial to the
society, customers’ and all stakeholders while pursuing business environment, policymakers, stakeholders, and
their strategic goals, vision, profitability, capturing profits decision-makers in politics.
in return and overall ensuring sustainability. Key inferences and salient deductions are drawn
Beyond their profits and material gains or wealth crea- from the results of the hypothesis formulations and
tion and accumulation, they can protect the environ- propositions.
ment, promote or enhance environmental sustainability The quantitative treatment of the primary data
and build a stronger brand image. acquired from the survey and experimental field followed
a qualitative explicit literature description, then led to a
model proposition from the hypothesis formulation built
Methodology, models & hypothesis formulation around the research questions.
Methodology The data were collected with the help of a pre devel-
This research is based on an explicit and detailed qualita- oped survey questionnaire that was developed on a Lik-
tive presentation from a novel model and a quantitative ert scale with close-ended questions. The measurement
approach from the acquisition and analysis of the pri- instrument was adopted and adapted similarly to those
mary data source. previously adopted and produced or generated and devel-
The primary data source used for this study were oped by Kotler and Lee (2005) for CSR initiatives, brand
acquired through the administration of questionnaires, loyalty (Medzhybovska & Lew, 2019; Sharma & Jain,
field or experimental surveys based on a simple random 2019), and brand image (Wu & Wang, 2014). According
sampling distribution. The primary data were acquired to the literature, the mono-method approach was applied
from a random poll and survey conducted in Rome by to this cross-sectional study to analyze the information
questionnaire administration interviews with respond- that was gathered and generated or pooled from differ-
ents across industry vertices and the public domain. ent stakeholders in society (Lu et al., 2019a, 2019b). The
In random sampling, each sample or participant has an measurement scales for t CSR initiatives are similar or
equal likely-hood or chance of being picked or selected equivalent and reflective of those derived from the previ-
randomly, non—biased and cutting across the selected ous literature Jeon & An, 2019; Almeida & Coelho, 2019;
sample size drawn and cut across the various industry Suki & Suki, 2019; García-Fernández et al., 2018).
Furthermore, the measures are shaped around the 2) Does a partial relationship exist between CSR roles
extant literature; and environmental sustainability?
The constructs in the study include variables dwelling 3) Would ‘CSR accelerate the pace’ for attaining a safe,
and shaped around, brand reputation, brand equity, and greener planet of a dream and anticipated twenty-
CSR, with perspectives on philanthropy, ethics, legal, and first century?
economics, consistent with the literature, Mahmood and
Bashir (2020), as shown and demonstrated in previous
studies.
The identified items reflect the components of ‘CSR, Hypothesis or major assumptions
and exemplified and extrapolated based on Carroll’s Studies have clearly revealed that brand loyalty is a vital
(1991) four dimensions, and as further demonstrated by measurement or instrument and dimension of brand
Loosemore and Lim (2018) were consciously taken and equity (Taodocs.com, 2019). Brand image can affect the
adopted or followed to measure CSR perception of the direction of market development to a certain extent, and
customer. These items are also indicative and reflective can also affect the purchase willingness or intentions of
of those that were adopted from Hyun and Kim (2011) consumers as an important influencing factor of their
to measure brand equity, and related items from Erisher identification with the product (Jia, 2019), thus shaping
et al., (2014) were adopted and used to measure and con- purchase intentions.
vey brand reputation. While promoting corporate image, CSR also has a
The quantitative treatment of the data is based on sta- positive influence on the brand loyalty and commitment
tistical methods for analyzing and verifying the validity shown or the passion of consumers. As clearly revealed
or non-applicability of the major hypothesis assumed or by extant and existing studies, firms that appear or seem
set in the course of this research investigation. The struc- more socially responsible are more attractive to individu-
tured questionnaires were used to collect the data based als (Irshad et al., 2017). This image helps improve con-
on a 5-point Likert scale as mentioned. The probability sumer behavior and purchase intentions for the product
random sampling method was used for sampling in this brand. As enumerated, the CSR activities of a firm con-
study. The inferential statistical method or approach stitute and form an integral part or component and play
fmodeling follows the adoption or application of statisti- significant roles in building and establishing trust among
cal software, which was used for the data evaluation. consumers (Lu et al., 2019a, 2019b).
Furthermore, the establishment of brand image and
brand loyalty is not as easy or simple as thought or
Assumptions assumed, and enterprises should implement corpo-
Basically, the t-test statistics follow the form; rate social responsibility (CSR) and take steps and other
(X−µ) practical activities necessary to build and establish trust,
, where X is the sample mean from sam-
σ √
= Z
s = s
n
improve consumer satisfaction, and as such, enhance
ple X1 , X2 , . . . . . . . . . . . . . . . . . . ., Xn, of sizen, s is the ratio consumer loyalty and their commitment to their cho-
of the sample standard deviation to the population stand- sen or selected brands (Ahmed et al., 2020; Sürücü et al.,
ard deviation, σ is the population standard deviation of 2019). Studies have highlighted and extensively stressed
the data and μ is the mean. the positive effects of consumer-perceived brand inno-
Z is designated to be sensitive to the alternative vation (Pappu & Quester, 2016), brand participation
hypothesis, that is its magnitude tends to be larger when (Leckie et al., 2016), and brand value (Yeh et al., 2016)
the alternative hypothesis is true and s is a scaling param- on brand loyalty. In addition, customer satisfaction
eter that allows the t distribution to be determined. (Hew et al., 2016), consumer-perceived corporate repu-
Pertinently, X follows a normal distribution with mean, tation (Loureiro et al., 2017), and social media market-
μ and variance σ 2., Z and s are independent, and ps2 fol- ing (Ismail, 2017) could improve, shape, or significantly
lows a χ 2 distribution with p degrees of freedom under a impact brand loyalty.
null hypothesis for a positive constant, p. Enterprises can improve and promote as well as
enhance and facilitate public welfare and CSR imple-
mentation through marketing activities. As highlighted,
Research questions
the public welfare marketing approaches put forward
by Kotler clearly indicated that the cause-related pro-
1) Is there a relationship between the brand image or
motion strategies of a firm seek to encourage devotion,
identity of an organization and its ‘CSR: corporate
attention, effort and commitment or passion to pub-
social responsibility roles?
lic welfare causes though the use of different material
or nonmaterial resources, such as the firm’s material or enterprises should be aware and conscious of the
nonmaterial resources (Jeon & An, 2019; Luo, 2015; Park importance of implementation of CSR activities, and
et al., 2017). improve their brand satisfaction (Abbes et al., 2020) and
Cause-related marketing, i.e., linking donations to brand identity (Luo & Jiang, 2019) through consumer
certain public welfare causes based on product sales, or brand participation (Kaur et al., 2020), thus actively
donating part of the turnover of product sales could play influencing and shaping their minds toward commit-
crucial and significant roles or impacts. These kinds of ment and facilitating the brand loyalty of consumers.
activities help to realize and achieve brand objectives or Cause related marketing has grown in importance and
goals and targets (Westberg & Pope, 2014), encourag- social equality has emerged as a crucial subject.
ing consumers to believe that the company is ethical and Thus, based on the above discussion and the facts in
socially responsible (Nan & Heo, 2007). the literature, the following hypotheses are proposed:
Corporate social marketing refers to planning or
facilitating the implementation of certain behaviors to 1) A relationship exists between the brand name and
improve the safety, environment, or welfare of a society ‘CSR for industries or industry verticals and organi-
(Lake & Conduit, 2016). It could also play an enormous zations that practice the ‘CSR concept. The brand
and significant role in shaping and influencing consumer image and identity of an organization are facilitated
behavour. and promoted or boosted by ‘CSR’ or its socially
As previously mentioned, and as suggested by Kot- responsible roles.
ler and Lee (2005), CSR can be described or defined as 2) ‘CSR promotes a strong brand name and identity,
a commitment to society. Loosemore and Lim (2018) while enhancing an organization’s image, quality and
identified and outlined four dimensions of CSR that can translation to brand equity.
be explained by the use of a pyramid comprising: “eco- 3) Brand image perception and core values go beyond
nomic responsibility, legal responsibility, ethical respon- advertising and promotions spending or advertising
sibility, and philanthropic responsibility.” Evidently, CSR expenses. Thus, there is a strong need for emphasis
has a large and positive impact on corporate image and on building and promoting an organization’s brand
reputation (Lu et al., 2019a, 2019b). Studies have fur- image and customers or public perception via ‘CSR’
ther revealed that consumers’ participation in charita-
ble donations as a result of CSR activities organized by
enterprises could play a significant role in improving the
image of products and existing brands (Luo & Lv, 2019). Model proposition
Charitable donations greatly dictate and affect consum-
ers’ evaluation and assessment of an enterprise more 1. A model of sustainable marketing is proposed that is
than does business sponsorship (Liu, 2014). value-oriented by placing consumers and the envi-
Driven by sustainable marketing and its relevance; ronment at the topmost priority to protect their
and from a strategic point of view it can be suggested interests and environment conservation within con-
that responsible business practices indicate that enter- sumerism and protectionism acts.
prises employ business practices and create and pool 2. A sustainable marketing model should combine and
investments to support activities that can improve merge the long-term environmental sustainability
community welfare and environmental protection. goals, climate protection and greener vision at the
This type of approach can strengthen and enhance or peak of a pyramid scale while the consumers are the
facilitate and promote connections between enterprises middle players between the company and the envi-
and stakeholders, help enterprises obtain knowledge ronment whose actions can also influence the envi-
and information, and enhance their ability to use the ronment based on their cultural orientation and alti-
information garnered and made available (Zhang et al., tudes which are involved in supporting a safe greener
2015). Second, it can strengthen the sense of belonging sustainable environment and planet.
of employees and make them constructively contribute This is the marketing ideology that is value – based
more innovations to the company; finally, consumers’ putting consumers and the environment or society as
preference for the corporate brand is closely related paramount players.
to and connected to corporate performance (Zheng, 3. A value -based, relationship -building and brand –
2014). Consumers will support, promote or propa- specific sustainable marketing model is proposed. By
gate products, services and brands with CSR based on relationship building the marketing company poses
their purchasing behavior (Sen et al., 2016). Therefore, to protect the ‘ultimate interests of the consumers
delivering value – based quality, and at the same time The null hypothesis is the working assumption or
turn environmentally friendly and greener products point and assertion that a minimum of 75% of respond-
to ameliorate global warming and drastic climate ents agree or are conscious, and of the opinion of a
change panic. strong relationship between brand image and the roles
an organization plays in its CSR, overwhelmingly, in
this investigation all respondents agreed with this
Chart/pyramid proposed (Table 1) position.
Statistics/summary
Number of administered data sheets: 134. Alternative hypothesis
Number of observations: 125.
Feedback not yet received: 9
Female: 57. H1 : p � = 0.75
Male: 48. At the; 10% level of significance;
Industry verticals: Banking, Telecommunication, Hos-
pitality, Tourism, Supply, Manufacturing & Distribution
‘CV: 1,383
Chains, Fast Food & Restaurants, Beverages & Bars, Cou-
Where;
rier Delivery, Optical & Dentistry, Auto mobiles, Cos-
metics, Pharmaceutical, Others! x = 1.0

12 minimal vertices identified! Following the calculation, the following formula or

Test 1 or verifying assumption expression is given above for z – stat;
Is there a connection between brand image iden- 1.0 − 0.75 0.25 × 25
tity and the corporate social responsibility roles of an zcal = = √ ≈ 14.4342
(0.75)(0.25) 0.1875
organization? 125
It is envisaged by the underlying assumption prior to
the survey and previous experiences that a minimum of zcal > ztab (CV )
75% of respondents agree with this claim of brand con-
nection, image identity and ‘CSR roles played by repu- Since z – stat or zcal ‘from formula is greater than CV
table organizations, which is the null hypothesis. The or tabulated value, we accept the null hypothesis that a
contrary is the alternative hypothesis that this claim is minimum of 75% of respondents agreed with existence
not accepted, but must be rejected. of a strong connection between brand image and ‘CSR:
corporate social responsibility roles played by an organi-
Null hypothesis zation or company. This finding is supported by the lit-
erature as Sharma and Jain (2019) conducted a study
showing that people were more likely to respond to a
H0 : p = 0.75 brand that was involved in some good causes.
Table 1 Summarized statistics & frequency distribution Further verification and testing
Observations Frequency
This hypothesis is further tested and verified, based on t
– test by adopting a scale based on Likert rating scales,
Previous ‘X – ray diagnostics 112 scaled up as (1–5):
None 13 1-least agree or not quite sure, 2- agree to a mild
Conscious of radiation 120 extent, 3-quite easily agree, 4- agree to a strong extent, &
Not know 5 5- agree very strongly.
Recycling awareness 121 The findings from the polls conducted showed that
Racolta differenziata 78 75% agreed with this claim and hypothesis, and another
Climate change (aware) 121 25% of the respondents were skeptical, agreed less with
Not aware 4 or were not sure about t based on the responses from
‘CSR & Environmental Sustainability (partial connection) the data acquired from the structured questionnaire and
Agree 78 interview poll administered in this study and investiga-
Disagree 32 tion (Table 2).
Not sure 15
Null hypothesis The other options or possibilities for this claim and
underlying assumption are shared within 50%.
H0 : µ ≥ 3.375
Null hypothesis
The null hypothesis is the assumption and assertion
that the mean cannot be less than 3.375 based on previ- H0 : p = 0.5
ous interviews and poll results shown during the inves-
tigation and supporting or close to the previous test a The null hypothesis is the stated and working assump-
minimum of 75% of respondents agree with this position. tion that a minimum of 50% of respondents agree with this
position.
Alternative hypothesis
H1 : µ < 3.375
H1 : p � = 0.5
At the; 5% significance level;
The following table is presented with detailed results At the; 10% level of significance;
based on the application of statistical tools and testing
based on software application (Table 3). ‘CV: 1,383
Where;
Conclusion/comments: The critical value for a left tail
test is t c = -1.657. x = 0.624

Following the calculation, the following formula or
The p-value is p = 1.000, and since this value is greater expression is given above for z – stat;
than or equal 0.05, the null hypothesis is not rejected.
0.624 − 0.50 0.124 × 25
zcal = = √ ≈ 6.2
The 95% confidence interval is; (0.5)(0.5) 0.25
125
3.647 < µ < 3.915
zcal > ztab (CV )
Test 2 or verifying assumption ‘Since z – stat or zcal ‘from formula is greater than CV
Does a partial association exist between ‘CSR: cor- or tabulated value, we accept the null hypothesis that a
porate social responsibility roles and environmental minimum of 50% respondents agree that a partial relation-
sustainability? ship exists between “corporate social responsibility” and
By the underlying assumption prior to the survey and environmental sustainability based on the findings and
previous experiences a minimum of 50% of respondents are responses obtained based on findings in this study,
set to believe or agree in a partial connection between ‘CSR
and environmental sustainability. This is set to the null Further verification and testing
hypothesis while the contrary is the alternative hypothesis This hypothesis is further tested with a t – test and by
that this claim is not true or should be rejected. adopting the scaling and applying scale (1–4):
1-less agree, disagree or not sure, 2-mild agreement,
& quite easily agree, 4-relatvely strong & very strong
Table 2 Table showing the statistics agreement.
As the findings from the polls showed that 62.4%
N ‘df Mean S.D
agreed to some extent with this claim and hypothesis,
125 124 3.781 0.7562 another 37.6% of the respondents were skeptical, did
‘Significant finding; p > 0.05 *
not agree well or were not sure based on the responses
Table 3 Table showing the statistics

N ‘df Mean S.D Tc = -1.657 t-cal p-value
125 124 3.781 0.7562 -1.657 6.003 1.000

garnered and acquired from another section of the struc- 3* respectively by a way of inferring. It is strongly and quite
tured questionnaire and interview poll administered in obvious that brand perception goes beyond advertisement
this investigation and present study (Table 4). spending and promotions as even excessive advertisement
spending and aggressive promotions were mentioned ear-
lier and highlighted as one of the issues with contemporary
Null hypothesis marketing.
Hypotheses 1–3 are qualitatively and strongly supported
H0 : µ ≥ 2.1 by the schematic to explicit literature illustrations and
model presented in Fig. 5* respectively via inference as
The null hypothesis is the working assumption that the ‘CSR engenders and promotes value – based creation and
mean cannot be less than 2.1 based on previous inter- customer centered satisfaction evident in the presented
views and polls conducted during the investigation and ‘CSR draft and concept of sustainable marketing.
supporting or close to the previous test a minimum of It is strongly and quite obvious that brand perception
50% of respondents agree with this position. goes beyond advertisement spending and promotions as
even advertisement spending and promotions mentioned
earlier and highlighted as one of the issues with contempo-
Alternative hypothesis rary marketing.
As evident and explicitly stated in the literature com-
H1 : µ < 2.1 panies are now drafting ‘CSR into their business models
which is put forward for further investigation as another
At the; 5% significance level; future direction to establish whether there is a connec-
By applying the statistical tools and testing performed tion between ‘CSR, brand image, brand equity or identity
based on the use of software, the following table is and advertising and promotions spending or advertising
obtained as presented with detailed results (Table 5). expenses.
Sources: ‘Qualitative description & verification of
Conclusion/comments: The critical value for a left tail hypotheses.
test is t c = -1.657. Hypotheses 1–3 are qualitatively and strongly supported
by the schematic to explicit literature illustrations and
The p-value is p = 0.9533, and since the p-value is model presented in Fig. 2* respectively by way of inferring
greater than or equal to 0.05, the null hypothesis is not as ‘CSR engenders and promotes value – based creation
rejected. and customer centered satisfaction evident in the pre-
sented ‘CSR draft and concept of sustainable marketing.
The 95% confidence interval is; It is strongly and quite obvious that brand perception
goes beyond advertisement spending and promotions as
2.079 < µ < 2.363
even advertisement spending and promotions were men-
tioned earlier and highlighted as one of the issues with con-
Further verification and future research: temporary marketing. ‘^ This s supportive of the literature
Hypothesis 3 is qualitatively and strongly supported by the as enumerated:
schematic illustrations and models presented in Fig. 2* and As put forward and opined by Kotler and Lee (2005)
CSR can be expressed or defined as a commitment to
society, which, is supportive of the findings of this study
and of hypotheses put forward showing a link with
Table 4 Table showing the statistics the literature. As enumerated by Loosemore and Lim
(2018). Four dimensions of CSR have been described by
N ‘df Mean S.D
Loosemore and Lim (2018) and can be explained with
125 124 2.221 0.8 the help of a pyramid: economic responsibility, legal
Significant findings; ‘p > 0.05 * responsibility, ethical responsibility, and philanthropic

125 124 2.221 0.8 -1.657 1.691 0.9533

Fig. 2 Proposed model of sustainable marketing by chart representation. Author source: Model of sustainable marketing by chart representation
Fig. 3 ‘Global Green House Emissions. Source: in draft from previous study & literature, Adewole O.O et al., 2018 IJTRD published in ‘August 2018
responsibility. Hence, CSR has a deep and positive frameworks or models and findings of this study. Con-
impact on corporate image and reputation (Lu et al., sumers’ participation in charitable donations initiated
2019a, 2019b), supporting the hypotheses presented, and driven by CSR activities organized by enterprises
could help to improve the image of product brands (Luo The null hypothesis is that the mean cannot be less
& Lv, 2019). The literature has revealed that charitable than 4.1 based on previous interviews and polls con-
donations can affect or influence consumers’ evaluation ducted during the investigation and supporting or close
of an enterprise more than business sponsorship (Liu, to the previous test a minimum of 88% of respondents
2014), which can shape and influence their perceptions. agree with this position.
As evident and explicitly stated in the literature com-
panies are now drafting ‘CSR into their business mod-
els which is put forward for further investigation as
another future direction to establish whether there is
a connection between ‘CSR, brand image, brand equity H1 : µ < 4.1
or identity and advertising and promotions spending or
advertising expenses. At the 5% level of significance;
The application of the statistical tools and testis per-
formed with the software are shown in the following
Test 3 table and the detailed results are presented (Table 7).
Put research question 3 to test based on findings from
the poll; Conclusion/comments: The critical value for a left tail
Would corporate social responsibility accelerate the test is tc = -1.657.
pace of attaining a safe greener planet in the twenty-
first century? The p-value is p = 0.9533, and since the p-value is
This hypothesis is subject to further test verifica- greater than or equal to 0.05, the null hypothesis is not
tion, based on t – tests and adoption of the scaling and rejected.
applying scale (1–5):
1-less agree, disagree or not sure, 2-mildly agree, & The 95% confidence interval is;
3-quite agree, 4-agree to a strong extent, & 5- agree to a 4.236 < µ < 4.626
very strong extent.
The findings based on the investigation, and polls
showed that 82.4% of the respondents agreed to vary-
Emanating questions, consequences and future research
ing extents or degrees with this claim and hypoth-
perspectives or directions
esis, another 17.6% of the respondents were skeptical,
Other emanating questions that came up in the study and
agreed less e or were not sure based on responses gar-
investigation;
nered and acquired from another section of the struc-
tured questionnaire and interview poll administered in
1) Would corporate social responsibility accelerate the
the course of this investigation (Table 6).
pace of attaining a safe greener planet in the twenty-
first century? This was tested by the t-test statistics as
Null hypothesis presented and poised forward again as this question
sounds very interesting for future investigation.
2) What is the stake of litigation and legitimacy in sus-
H0 : µ ≥ 4.1
tainable marketing?
These two questions are quite seemingly interesting

and the 2nd is put for investigation in further research in
the near future.
N ‘df Mean S.D Interestingly this research question and hypothesis or
125 124 4.431 1.1001
assumption is strongly tied and has a significant bear-
ing with the 2nd or part B of this research work and
‘p > 0.05 *

125 124 4.431 1.1001 -1.657’* 3.364 0.9995

investigation in the near future which is product launch large uncertainties and fluctuations with anticipated var-
and design with the significance and relevance of a iations, including future build – ups and levels of green-
research or survey in moving and initiating a new prod- house gas emissions, and how such emissions, build-ups
uct launch or services, especially towards greening, sus- and gas emissions as identified and outlined follow differ-
tainability and sustainable marketing. ent trajectories or path tracks dependent on alternative
factors comprising demographic, economic and techno-
Limitation(s) or restraint(s) logical development pathways, trends and trajectories
A major restraint or limitation of this research work (Fisher et al., 2007).
is funding and limited funds as this project was carried Numerous assessments and reported observations have
out with personal funds, despite the enormity all energy, considered measures and methods for determining how
resources and best possible was put into this work. atmospheric GHG concentrations could be stabilized
Another major difficulty in the acquisition of t pri- (Fisher et al., 2007) or at least minimized, bearable and
mary data that some ignorant individuals who have never brought to equilibrium. The lower the desired stabiliza-
responded to the survey and who have poor education or tion level or equilibrium sought, the sooner global GHG
poor orientation do not know the essence of the survey, emissions must peak and decline (Fisher et al., 2007).
as it was somewhat hectic navigating the city and roam- GHG concentrations as noted and stressed are unlikely
ing the beautiful city nooks and cranny over weeks put- to stabilize this century without major policy changes
ting intense energy to capture data much as precisely as (Rogner et al., 2007).8
the survey and interview. As long as industrial – economic and marketing to
However, there were some wonderful people who gave business activities cannot be isolated from environmental
the utmost cooperation and time to supply useful infor- impact, climatic changes and inherent ethical issues such
mation and even though the hectic, these constraints as toxic waste disposal, the concept and subject fields
were overcome as much as possible. from sustainability, sustainable marketing, and corporate
social responsibility all become pertinent in looking to
Climate change, models & litigation, estimates – check and abate these situations and concerns for achiev-
projections, CSR & sustainable marketing ing safe, greener and long -term sustainable goals and
Climate change objectives in the twenty-first century.
The scenarios have changed tremendously in the subject
and field of “sustainable marketing, business environ- Extract & written article, models & projections
ment, and environment or environmental protection” as Models and projections
a consequence of the pre and modern industrial revolu- In a recent model inter-comparison study, C4MIP
tion eras and economic activities that have brought about (Friedlingstein et al., 2006) captured the temperature
drastic changes in the climate and ambient conditions carbon cycle, while deriving a feedback amplification
following various phenomena such as; “carbon cycle parameter and revealing uncertainties and fluctuations in
changes, emissions, carbon – dioxide, greenhouse gas this cycle.
emissions, carbon build ups, accumulations and seques- Each of the model projections or projected and antici-
trations, arctic temperature variations and polar ice pated forecasts are treated with equal probability and
cap melting, pollution, even uncontrolled and unregu- chances, likelihood or possibility, and priority and no
lated nuclear emission”, and radioactive sources, which observational constraints or bounded restrictions are
could be extremely dangerous and catastrophic if not applied.
urgently addressed, checked and controlled or regulated For a previous span of two previous decades, efforts
appropriately. to mitigate and abate emissions of carbon dioxide and
Furthermore, it is crucial and exigent to delineate this other associated greenhouse gases have centered and
concept and phenomenon more vividly, while closely pertinently focused on, connected and driven around the
examination and emphasizing key or salient models and goals and target or intense desires of stabilizing atmos-
predictive tools that can be applied or used to clarify pheric concentrations of these gases.
future gas emission trends, while cognizant and con- Efforts to mitigate carbon emissions, especially carbon
scious of existing and emerging litigations and stressing dioxide and other greenhouse gases have been intensely
on looking beyond climatic models from social contexts.
Issues, impact, environmental sustainability and CSR

Any predictions, anticipations or forecasts of future gla- 8
Shanks & Roegner (2007) Aquatic Climate Change Adaptation Ser-
cial sea-level change and drift are subject to vices Program-Pacific ………, publications.gc.ca > collection_2016 > mpo-
df0 > Fs97-4–3049-eng.
focused on the goal of stabilizing or equilibrating the et al., 2007). Second, the relationship between green-
atmospheric concentrations of these gases. house gas concentrations and temperature change is
This direction on atmospheric stabilization is histori- unclear, and the use of yardsticks has made climate sci-
cally linked to Article 2 of the United Nations Framework entists more predisposed and challenging for several
Convention on Climate Change (UNFCCC), which is decades.
written as follows: This ‘climate sensitivity’ has often been approximated
Towards this goal and aim, a considerable body of liter- but remains subject to at least a threefold probable uncer-
ature has evolved to attempt to first quantify what could tainty range and manifest-fold which has shrunk consid-
be considered to be a ‘dangerous’ level of climate change, erably nor narrowed down in 30 years of research (Meehl
and second to determine what levels of greenhouse gas et al., 2007). Third, despite some known instantaneous
stabilization are consistent or aligned with the avoidance or spontaneous temperature responses and changes to
of climate change (Schneider, 2005, Smith, 2009, Knutti, increased greenhouse gas concentrations, there is still a
2008; Maizland, 2021). considerable lag between the point of atmospheric con-
Obviously, there are several inherent difficulties or centration stabilization and the eventual ‘equilibrium’ and
challenges with this approach, which have posed consid- ‘balance’ conditions for climate change. This lag results
erable and severe challenges to climate mitigation. The from the slow adjustment of the ocean and other slowly
task or responsibility of defining ‘dangerous’ levels of cli- responding climate system components to an increas-
mate change appear quite clearly to be a subjective exer- ingly relatively fast fluctuating atmospheric forcing; con-
cise, which is not convincingly easy to incorporate into sequently, the eventual or resulting temperature change
the policy and decision making process. associated with a given greenhouse gas stabilization level
There have been consistently put forward grounds and or equilibrating will unlikely be fully realized or achieved
fora or argument that generated intense waves and con- for many centuries (Meehl, & Wigley, 2005) (Fig. 4).
tentions in ongoing debates and a recent convergence in
policy discussions towards a stated goal of limiting global Social equality, business, “CSR and dynamics
warming to 2 °C above preindustrial temperatures (UNF- in a new paradigm”, shifts & events – realities!
CCC, 2009, 2017, 2020, 2021); while there is evidence A wide income gap and unequal wealth distribution were
that 2 °C of global warming would prevent a number of identified as prominent and prevalent in the seventeenth
important and potentially dangerous climate impacts century in America and steered by capitalism until the
or hazardous conditions (see available and extant docu- nineteenth century, beyond and beyond the recent light
ments or literature, for instance (Solomon et al., 2009, of the twenty-first century.
2010. 2011) for a review of climate impacts associated The extant dynamics of the accumulation and dis-
with various levels of global temperature change), there tribution of capital that account for the distribution of
is little by way of quantitative evidence that suggests or inequality have long – been driven and lie largely at the
strongly affirms this represents a ‘safe’ policy target, and heart and central nerve of the political economy.
some climate scientists argue that 2 °C would result in Piketty in trying to unravel the economic and social
unacceptably severe or drastic impacts (Hansen et al., inequality patterns “In Capital of the twentieth century”
2008; Rockström et al., 2009; Raiser et al., 2020). vividly analyzed the origination of inequality as traced
Even given that some chosen targets and templates back to the eighteenth century.
for global temperature change have been chosen, how- Piketty advocated a progressive tax structure and
ever, clearly and distinctly defining or formulating an regime.
appropriate policy target for greenhouse gas emissions Piketty proposed in his theory that ‘global wealth
is extremely difficult due to the complexity and practical should grow at 2% annual rate and income tax pro-
variety of greenhouse gas concentrations. gressively up to 80%, which would reduce inequality
The reasons for these are obvious, and there is s no but stated the political would practically make this and
doubt that they are known and appear to be threefold. such a tax structure or regime almost impossible, while
First, the relationships and connections between emis- also providing detailed analysis and introduction from a
sions and atmospheric concentrations are complex and unique collection of adequate and explicit data.
complex; achieving stable concentrations over time In conclusion, Piketty attributed the problem of ine-
would clearly require large emissions reductions or sig- quality to the increased quantity of unequal wealth
nificant decreases, but would also imply continued emis- and accumulation in custody of the rich and not to the
sions at a changing level and pace consistent with the income or incentives paid to the poor.
level of natural sinks or absorbers that evolve over time The general public debt that largely benefits the rich
in a manner difficult to quantify (Mathew, 2006, Meehl unfairly in an unequal economic pattern is paid uniformly
Fig. 4 Estimate from an extracted Model starting 1900 beyond 2000. Source publication: literature; previous study, Adewole O.O et al., 2018 IJTRD
published in ‘August 2018
across all individuals perpetrated in a system reflecting a promoting their brands, and the ties consumers attach
pattern of lack of incentives for the poor, the enterprising and link to brands especially socially responsible ones,
poor and the incentive wealth drag—pull and concentra- corporations would wake up more aggressively to pursue
tion in hands of the rich. socially responsible courses favorable to well beings and
Asserting, ’CSR can potentially shape and redress social well fares and contribute meaning to societal growths,
inequality if individuals would realize and understand shunning detrimental habits or practices adverse to the
they hold a social obligation, roles and part; conscious environment, create and save incentives that go into
of shared values and sharing rather than an accumula- developmental projects and welfare promotion rather
tion orientation and dynamics as pointed out by Piketty than massive wealth accumulation unequally in which
in the above extraction, assertion and case analysis corporations and companies may not be exempted draw-
presentation. ing in the view of Piketty (2015), while accumulating
massive wealth in their pulses and shareholders’ interests
‘CSR – social cost model: ‘sustainable business, climate and chasing litigation practices redress against nefari-
changes, emerging issues & realities! ous or unethical acts committed against society and the
Novel model: ‘balancing social – trust, business & society environment.
The p – values obtained in each of the hypothesis Explaining further, vividly and ‘in – depth wise;
verification justify and point to the fact that ‘CSR can As previously mentioned and stated in the literature
make the difference and in fact a tenet for building section; sustainability has various definitions, depending
social contract and arriving at the equality sought and on the perspective, orientations and view of whoever is
anticipated. defining and presenting it.
In each case; the p –values of 1.000, 0.9953 and 0.9955 From my discussion thus far, it is glaring, seen and as
exceeded 0.05 at the set limit or threshold criterion. If extensively discussed thus far that sustainability can be
corporations are sensitive to the potential of ‘CSR in broadly looked into and all – encompassing cutting into
diverse spheres including; “society and environment, sustain, what to expense and how to expense them as
social life, economy, climate” among others. mentioned earlier and for—iterating.
I extended my discussion further to dwell and discuss This is not only because these decisions directly impact
more on ‘social equality as this is core and the society them but also because they they have crucial and signifi-
demands something from the companies using their cant roles to play as expected and demanded or antici-
resources and stakeholders concerned have to be inti- pated in the processes meant and targeted at enhancing
mated and brought into the game. responsibility (Berkhout, 2005), stimulating or modifying
We know vividly that definitions tend and seem to be and shaping or influencing such activities.
closely related, converge and have the following elements This is like lobbying; trusts can be lost and people don’t
or attributes usually seen: equitable resource and oppor- belief in the decision—makers, policy deciders, compa-
tunity distribution, as pointed – out and enumerated. nies and stakeholders, and what bridges the gap?’^
It has become crucial and pertinent understanding the CSR represents a firm’s responsibility towards society.
interconnection between the environment, economy, and It comprises activities that are beneficial for society as
society; and living within limits or borderlines (Blowfield, well as the firm itself.
2005). Kotler and Lee (2005) suggested and presented The firms involved believe that engagement in CSR
CSR as a commitment to society. As mentioned earlier, practices has led to increased revenues over time, which
as stated by Loosemore and Lim (2018), four dimen- has proven helpful for the long-term profit maximization
sions of CSR can be viewed and explained with the help of firms (Lu et al., 2019a, 2019b). Firms also believe that it
of a pyramid with compartments or elements and com- helps to strengthen their overall image in society among
ponents: “economic responsibility, legal responsibility, their stakeholders, consumers, investors, etc. Apart from
ethical responsibility, and philanthropic responsibility”. enhancing and promoting corporate image, CSR also
Therefore, CSR has a significant effect, large and posi- plays a key and significant role in helping to positively
tive impact on corporate image and reputation (Lu et al., influence the brand loyalty of their consumers. Organi-
2019a, 2019b). As revealed by these studies, it is clear and zations in which consumers are seen and perceived to
evident that consumers’ participation in charitable dona- be reliable and publicly answerable are inclined to enjoy
tions based on CSR activities organized by enterprises high levels of trust (Cheung & Pok, 2019; Kim, 2019).
could help to improve and enhance the image of product Studies have clearly shown and revealed that individuals
lines and brands (Luo & Lv, 2019). Charitable donations are more penchant for or strongly drawn to and attached
or goodwill presented and gifts had a greater effect or to firms that appear more socially responsible (Irshad
impact on consumers’ evaluation or rating of an enter- et al., 2017). Thus, such an image helps to improve
prise than did business sponsorship (Liu, 2014). consumer behavior and purchase intentions for the
As mentioned and elaborated in the literature section product brand. The CSR activities carried out by a firm
a vital and significant component of social responsibility play an integral role in building trust among consumers
is the ability of communities to take decisive steps and (Lu et al., 2019a, 2019b).
influence those actions and decisions that have direct or In my assertion and opinion, ‘CSR bridges the gap,
indirect influence and impacts on them. is potentially capable and i the best tool to strike a bal-
It was deductively mentioned that; they have a role in ance, compromise and can bring social equality sought if
influencing their decisions; as it was pointed—out and ‘stakeholders in the investment fields, funders and fund
stressed; communities should be able to influence deci- sponsor donors, proprietors and owners of the compa-
sions pertaining to the tradeoffs that have effects, such nies would not be subjected to ’self-glory and self-grati-
as those that have negative and direct consequences on fications solely at building wealth and accumulation not
them, for instance, between the environmental conser- giving back socially and responsibly nonchalant about
vation and economic development structures, while also the people, community and society they make use, pool
adhering to expectation in attaining the requirements and utilize their resources for their own profits, gains and
of the current generations, and the ability to meet their building up massive incentives for their investor sponsor
needs. or fund donor and stakeholders.
In this way there might be a need to build a ‘social – This is the bearing and basis of my proposition and
trust and common compromise with the stakeholders novel model presented as schematically shown in Fig. 5
that impact and decides, policy – decision making and above to establish the need, expediency and exigent
actions on the people’s social life, welfare and existence. measures to arrive at a social – trust mutually balancing
Local communities are held and are responsible for and establishing a common compromise among society,
determining the particular elements or components to business stakeholders and people or community dwellers.
Fig. 5 Proposed model: ‘balanced social trust, business & society. Author source: Proposed model: “balanced social trust, business & society”. I have
carved and proposed this new model as ‘highlighted; Social – trust and mutual relationships among “society, business and stakeholders” are key
Corporate responsibility is linked and can be attributed Relevant models have been presented for delineating
to individuals working in particular companies perceiv- these issues in terms of realism and pragmatism while
ing and functioning towards the “business case”. Because emphasizing and stressing an integrative approach to
certain behaviors necessitate social change in various sustainable marketing involving climate change mitiga-
directions and as demanded by the particular communi- tion plans, innovativeness and value – based creation.
ties where they reside, depend on the communities being Every marketing concept and practice embraced and
vigilant, steadfast and sustaining a major context that adopted or planned and proposed should be socially
propels and projects companies to respond to commu- responsible and enshrined or covered within the targeted
nity demands. scope to be driven and focused towards the tailored goals
of sustainability, mitigation, climate friendliness and long
Conclusions term sustainable action plans within the anticipations
The subject and field of sustainable marketing would and expectations of a dream twenty-first century and
be incomplete without mentioning and giving “climate modern day practice or models for sustainable marketing
change” and associated issues a pivotal or central place and business. ‘^
most pertinent in the current and present realities seen Sharma and Jain (2019 showed that people were more
in the business world and the rising prominence and sig- likely to respond or incline to a brand that was involved
nificance of CSR within the contexts of sustainable mar- in some good causes. The consumer’s idea about a firm
keting and being socially responsible, establishing mutual depends on perception, which also includes brand per-
trusts and commons with the community by the stake- formance, outcomes or expectations and brand equity.
holders and companies connected and society at large. Moreover, brand performance is the input of a brand,
The results from the verification of the hypothesis on which positively influences overall performance and out-
the connection between brand image and social respon- puts or deliverables of the business (Loosemore & Lim,
sibility showed a high value of p = 1.000, exceeding the set 2018; Irshad et al., 2017). To be able to achieve or suc-
critical limit of 0.05; thus, companies and organizations ceed in achieving brand loyalty in the current period,
that support socially responsible practices are drivers and firms must devote intense attention to creating and sus-
vanguards for promoting and entrenching social equal- taining customer loyalty. In fact, CSR has been shown
ity, trust, and mutual engagements with the stakeholders to be a vital and veritable or useful tool in this regard
and societies from which they draw resources for their (Almeida & Coelho, 2019). Singh and Saini (2016) have
activities. shown and indicated how consumer loyalty represents
or portrays and conveys the desire of consumers to use a critical limit of 0.05; companies and organizations that
firm’s brand, product, or services over time. Kotler et al. support socially responsible practices are drivers and
(2018) described the repeat-buying behavior of con- vanguards for promoting and entrenching social equal-
sumers as a sign of brand loyalty. Enterprises can also ity, trust and mutual engagements with the stakeholders
improve public welfare and CSR implementation by mak- and societies from which they draw resources for their
ing use of marketing activities. As proposed by Kotler, activities.
following and dictated by the first of six types of public Finally the concepts of sustainable marketing and cli-
welfare marketing approaches that is, cause-related pro- matic change can best or optimally be considered in
motion strategies, firms seek to encourage the public to hybrids and complimentary to one another rather than
devote and direct their attention to public welfare causes treated and considered in isolation within the marketing,
with the use of the firm’s various material or nonmaterial business and sustainable marketing contexts, not segre-
resources (Jeon & An, 2019; Luo, 2015; Park et al., 2017). gating the community and society as well as pertinently
The sustainable company in this modern era is one considering social costs, equality and balancing as shown
that goes extra mile and puts more effort beyond its in this proposition I made on ‘social.trust, society, busi-
profit driven goals to be market oriented, highly inno- ness and novel model to drive towards long term goals
vatively driven and foster environmental protection and and sustainability in the dream and realities of a dream
friendly norms within its strategic fit, goals and existing twenty-first century perspective.
portfolios.
This fact is strongly justified by considering the results;
The critical value for a left tail test is t c = -1.657. Implications of the study findings for practitioners
The p-value is p = 1.000, and since p-value is greater
➢ This research and findings will help practition-
than or equal 0.05, the null hypothesis is not rejected.
ers and industry understand the idea of doing busi-
The 95% confidence interval is;
ness responsibly emphasizing steps and applications
3.647 < µ < 3.915 and help in seeking pragmatic solutions to resolving
present issues and emerging realities culminating to
The high p – value as seen of 1.000 exceeded 0.05, cases of concerns arising from negligent practices
even with the fact that the t – cal. value exceeds the resulting in climate change and hence abate the pre-
critical value from the left tail test in conformity with sent challenges seen against the environment, while
the acceptance of the null hypothesis and the research addressing social inequality associated with massive
question presented of the perception and connection of wealth creation and ultimately economic prioritiza-
brand image with social responsibility justifies the need tion of companies, the state and corporations for
for companies to look beyond profit motives or oriented shareholder gains and interests only, even when lead-
goals and drive within a sustainable innovative path that ing to massive deprivation of the welfare of the com-
steers and engenders friendly and environmentally safe munity, indigenes and society.
practices and norms socially responsible. This is a poten-
tial impetus and driver for a long term sustainable vision,
goals and strategy – fit in the organizational context and
sustainability in a social context’s mirror and picture bal- Recommendations
ancing trusts, and incentives and sealing social contracts It is extremely and highly important to draw the atten-
in mutual trust with society, while positively impacting tion of all concerned parties among policy makers, gov-
the environment and mitigating climate change. ernment agencies, business coccus, NGOs, etc., and all
The prediction models could be extremely useful for parties of interest to the following points and recommen-
obtaining deeper insights, obtaining a clearer picture, dations in a zealous drive towards a sustainable environ-
projecting and extrapolating into the future on possible ment and doing business in the twenty-first century.
carbon and green house emission gases, assessing ‘GDP It is crucial and expediently necessary to address this
parameters and making robust and meaningful eco- subject matter of climate change and sustainable market-
nomic impact assessments. However, we will need to ing as complimentary, even justified by the illustration
look beyond the models and predictive charts of climatic of the carbon emission cycle and the trend presented in
changes and capture them into the legislatures, litigation Fig. 3 stresses the ‘GDP economic parameter and impact
measures and other parameters. schematically with the carbon emission trend.
In a way inferring from the hypothesis verification of The results of the hypothesis verification once more
the connection between brand image and social respon- justified the recommendations made.
sibility and the high value of p = 1.000 exceeding the set
Consumers’ perceptions of brand image are high and orientation would engender relational marketing,
indeed for companies that play key and utmost emphasis increased brand loyalty, fostering stronger ties, affec-
on social responsibility. tion, and brand–specific associations if consumers are
Recalling the results of the hypothesis verification; aware and conscious of the fact that the companies are
The critical value for a left tail test is t c = -1.657. at their side and have interests justifying their enor-
The p-value is p = 1.000, and since the p-value is greater mous advertisement investments as well, thereby also
than or equal to 0.05, the null hypothesis is not rejected. translating into long – term sustainability, wealth crea-
The 95% confidence interval is; tion, and prosperity.
3.647 < µ < 3.915
This high p – value of 1.000 exceeding 0.05 at the criti- Future research path
cal value or limit indicates that consumers associate Future research paths and avenues can be directed fur-
strongly and connect with brands, companies and organ- ther to understanding and analyzing relational market-
izations that show and play a key emphasis on social ing and further deepening value -based creation in line
responsibility. with recommendations. Sustainable marketing being
According to the marketing and business perspective described as an embodiment of value – based creation
of the integrative approach and hybrid approach with and brand identity with equity of the company, know-
climatic change contexts, we can extrapolate deeper and ingly as consumers cherish value – based delivery this
more inwards insightfully from the behavioral model, and practice and orientation would engender relational mar-
psychology perspectives justified strongly by the percep- keting, increased brand loyalty fostering stronger ties,
tion of consumers of brand image or cognitive behavior affection and brand specific associations if consumers are
in line with social responsibility as captured and justified aware and conscious of the fact that the companies are
by the high p- value of 1.000 seen within the 95% con- at their side and interests justifying their huge advertise-
fidence interval as reported in this study and synergize ment investments as well, thereby also translating into
with the appropriate legislature and establish or institute long – term sustainability, wealth creation and prosperity.
a conscious drive zealously and more pragmatically into a Abbreviations
long term sustainability measure. CSR Corporate social responsibility
Knowing vividly that one major goals of industries is ‘CR Corporate reputation
CV Coefficient of variance or variations
geared towards economic gains and promotions and Co2 Carbon Dioxide
obviously that they also play significant and immense Est. Estimated
roles in economic development, there should be a mutual GHGs Green House Emission Gases
interplay between the quality of products that are in line
with their economic or profit targets and establishing a Supplementary Information
balance with their social or philanthropic roles beyond The online version contains supplementary material available at https://doi.
org/10.1186/s40991-024-00100-3.
discretion and passionately striving towards ensuring a
safer and greener planet. Efforts and intense zeal should Supplementary Material 1.
be shown to turn out products that are highly sustain-
able by way of environmental friendliness and fostering
Acknowledgements
climatic mitigation in line with the dream of achieving The author strongly appreciates and expresses deep and sincere gratitude to
a sustainable business and marketing environment of those participants who took part in this survey.
a dream twenty-first century for safe and green planet
Informed consent
realization. The respondents were informed and consented, and carried along with no
Finally, it is strongly suggested and recommended bias or infringements.
that companies implement sustainable marketing into
Authors’ contributions
their industrial and organizational cultures, adopt cli- The author did the entire work encompassing; the preliminary questionnaire
mate risks into their investment portfolios as a check and interview draft, the data collection process and field work, the data com-
or alert, and learn about and adopt societal market- pilation and refinement, analysis of data and the final reporting with the entire
communication process.
ing concepts towards the interests of consumers, the
environment, and the entire society at large. By doing Author’s information
so and sustainable marketing being described as an ADEWOLE Olukorede is the founder and manager of “Literary Edifice” and
“Global Resources Formazione”; these institutions have been strongly commit-
embodiment of value – based creation and brand iden- ted to intensive research, even though the full incorporation processes are still
tity with equity of the company, knowingly as con- on—going.
sumers cherish value – based delivery, this practice
The parent body “Campagna Global Literary Edifice” was fully incorporated Arrigo, E. (2013). Corporate responsibility management in fast fashion compa-
November, 2016 in Lagos. nies: the Gap Inc. case. Journal of Fashion Marketing and Management,
17(2), 175–189. https://doi.org/10.1108/JFMM-10-2011-0074
Funding Asmussen, C. G., & Fosfuri, A. (2019). Orchestrating Corporate Social Respon-
This project was self-sponsored by the author who used his personal funds sibility in the Multinational Enterprise. Strategic Management Journal,
throughout the entire project and research work despite its enormity 40(6), 894–916. https://doi.org/10.1002/smj.3007
and huge fund required for a research and investigation of this scale and Bai, X., & Chang, J. (2015). Corporate social responsibility and firm performance:
magnitude. The mediating role of marketing competence and the moderating
role of market environment. Asia Pacific Journal of Management, 32(2),
Availability of data and materials 505–530. https://doi.org/10.1007/s10490-015-9409-0
The data applied and used in this research work were from questionnaire Bendell, J. (2005). In whose Name? The Accountability of Corporate Social
administration and personal interview conducted by the author in the course Responsibility: Development in Practice, 15(4), 362–374.
of this research project and investigation. Berkhout, T. (2005). Corporate gains: Corporate social responsibility can be the
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Adewole Int J Corporate Soc Responsibility (2024) 9:15 International Journal of

ORIGINAL ARTICLE Open Access

The need for social equality

Main text heading/introduction tenaciously or fervently supporting companies that show

Consumers and customers feel safely protected and see

12 minimal vertices identified! Following the calculation, the following formula or

Table 3 Table showing the statistics

125 124 3.781 0.7562 -1.657 6.003 1.000

Table 5 Table showing the statistics

125 124 2.221 0.8 -1.657 1.691 0.9533

These two questions are quite seemingly interesting

Table 7 Table showing the statistics

125 124 4.431 1.1001 -1.657’* 3.364 0.9995

Issues, impact, environmental sustainability and CSR

Thomas, L. (2020). An introduction to simple random sampling. Retrieved 19

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s40991-024-00100-3

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Adewole ﻿Int J Corporate Soc Responsibility (2024) 9:15 International Journal of

ORIGINAL ARTICLE Open Access

The need for social equality

Main text heading/introduction tenaciously or fervently supporting companies that show

Consumers and customers feel safely protected and see

12 minimal vertices identified! Following the calculation, the following formula or

Table 3 Table showing the statistics

125 124 3.781 0.7562 -1.657 6.003 1.000

Table 5 Table showing the statistics

125 124 2.221 0.8 -1.657 1.691 0.9533

These two questions are quite seemingly interesting

Table 7 Table showing the statistics

125 124 4.431 1.1001 -1.657’* 3.364 0.9995

Issues, impact, environmental sustainability and CSR

Thomas, L. (2020). An introduction to simple random sampling. Retrieved 19

You might also like

Adewole Int J Corporate Soc Responsibility (2024) 9:15 International Journal of