IJLTEMAS International Journal of Latest Technology in Engineering, Management & Applied Science (IJLTEMAS) IJLTEMAS 2278-2540 IJLTEMAS 229 10.51583/IJLTEMAS.2026.150800035 Management Integrating Green Marketing and Corporate Social Responsibility: Consumer Insights and Strategic Imperatives Ankit Kumar Sharma Dr Guest Faculty in Ranchi University Nigeria 15 8 506 508 14 08 2026 19 08 2026 07 09 2026 Management Abstract

In the contemporary business landscape, sustainability has evolved from a peripheral concern to a central strategic imperative. This paper examines the intersection of Green Marketing and Corporate Social Responsibility (CSR), exploring their historical development, practical applications, and impact on consumer behaviour. Utilising a survey of 100 participants across diverse industries, the research highlights a significant consumer shift toward environmental responsibility, while also identifying critical barriers such as cost, convenience, and scepticism toward marketing claims. Through an analysis of successful industry case studies and an evaluation of modern CSR frameworks, this paper provides actionable recommendations for businesses to overcome challenges like "greenwashing" and build authentic, sustainable corporate identities.

 References Carroll, A. B. (1991). The pyramid of corporate social responsibility: Toward the moral management of organizational stakeholders. Business Horizons, 34(4), 39-48. Delmas, M. A., & Burbano, V. C. (2011). The drivers of greenwashing. California Management Review, 54(1), 64-87. Du, S., Bhattacharya, C. B., & Sen, S. (2010). Maximizing business returns to corporate social responsibility (CSR): The role of CSR communication. International Journal of Management Reviews, 12(1), 8-19. Gupta, S., & Kumar, V. (2013). Sustainability as corporate culture of a brand for superior performance. Journal of World Business, 48(3), 311-320. Hubbard, G. (2009). Measuring organizational performance: Beyond the triple bottom line. Business Strategy and the Environment, 18(3), 177-191. Kirchherr, J., Reike, D., & Hekkert, M. (2017). Conceptualizing the circular economy: An analysis of 114 definitions. Resources, Conservation and Recycling, 127, 221-232..