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

Inhaltsverzeichnis (Table of Contents)

• Acknowledgements
• General Introduction
• Literature review
  • The relationship between CSR and shareholder value
  • The relationship between environmental CSR and shareholder value
  • Does the effect of environmental CSR on shareholder value differ between different types?
  • Does the effect of the different types of environmental CSR on firm value differ between product types?
• Data and methodology
  • Data collection plan
  • Event study
• Results
• General Conclusion
  • Conclusion
  • Limitations
  • Implications

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This thesis investigates the impact of different green marketing strategies on shareholder value following environmental CSR announcements. The study employs event study methodology to analyze stock returns after such announcements, aiming to determine which strategies yield the most positive results. The research explores whether the type of green marketing strategy (e.g., green partnership, greening the organization, green product) influences shareholder value and whether this effect varies based on product type (high-involvement versus low-involvement).

• The relationship between environmental CSR announcements and shareholder value.
• The differential impact of various green marketing strategies on shareholder value.
• The influence of product type (high-involvement vs. low-involvement) on the relationship between green marketing and shareholder value.
• The identification of the most effective green marketing strategy for maximizing shareholder value.
• The theoretical and managerial implications of the findings.

Zusammenfassung der Kapitel (Chapter Summaries)

General Introduction: This chapter introduces the growing global concern regarding environmental issues and the subsequent incorporation of environmental elements into business marketing strategies. It highlights the increasing awareness of climate change among European citizens and provides examples of companies adopting various green marketing strategies, such as developing green products, improving operational environmental impact, and forming green partnerships. The chapter establishes the context for the research by discussing the existing literature on the relationship between corporate social responsibility (CSR), particularly environmental CSR, and shareholder value, noting the inconsistencies in previous findings. This sets the stage for the thesis's investigation into the effectiveness of different green marketing strategies.

Literature review: This chapter reviews the existing literature on the relationship between corporate social responsibility (CSR) and shareholder value, focusing specifically on environmental CSR. It examines studies that have investigated the impact of CSR on shareholder value, noting the discrepancies in findings, with some showing a positive relationship, others showing no relationship, and some even suggesting a negative relationship. The chapter delves into the specific literature concerning environmental CSR and its impact on shareholder value, highlighting the contradictions present in the existing research. This critical review forms the foundation for the research questions and hypotheses developed in the thesis.

Data and methodology: This section outlines the research design and methodology employed in the study. It details the data collection plan, explaining the sources of data used and the criteria for selecting the relevant environmental CSR announcements. The chapter explains the event study methodology adopted, which is a quantitative approach used to measure the market reaction to specific events, in this case, environmental CSR announcements. A detailed description of the statistical techniques employed to analyze the data would be included, outlining the analytical processes used to investigate the relationship between green marketing strategies, product type, and shareholder value. The rigor of the methodological approach underpins the reliability and validity of the research findings.

Schlüsselwörter (Keywords)

Green marketing, environmental CSR, shareholder value, event study methodology, stock returns, green partnerships, green products, corporate social responsibility, high-involvement products, low-involvement products.

Häufig gestellte Fragen

What is the main topic of this document?

This document previews a thesis investigating the impact of different green marketing strategies on shareholder value following environmental CSR announcements.

What is the research methodology used in the thesis?

The study employs event study methodology to analyze stock returns after environmental CSR announcements.

What are the key themes explored in the thesis?

The key themes include the relationship between environmental CSR announcements and shareholder value, the differential impact of various green marketing strategies, the influence of product type (high-involvement vs. low-involvement), and the identification of the most effective green marketing strategy.

What does the "General Introduction" chapter cover?

The "General Introduction" chapter introduces the growing global concern regarding environmental issues and the incorporation of environmental elements into business marketing strategies. It discusses the existing literature on the relationship between corporate social responsibility (CSR) and shareholder value, particularly environmental CSR.

What does the "Literature review" chapter contain?

The "Literature review" chapter reviews the existing literature on the relationship between corporate social responsibility (CSR) and shareholder value, focusing specifically on environmental CSR. It examines studies that have investigated the impact of CSR on shareholder value and highlights contradictions in existing research.

What is covered in the "Data and methodology" section?

This section outlines the research design and methodology employed in the study, including the data collection plan and the event study methodology. It describes the statistical techniques used to analyze the data.

What are some of the keywords associated with this thesis?

The keywords include green marketing, environmental CSR, shareholder value, event study methodology, stock returns, green partnerships, green products, corporate social responsibility, high-involvement products, and low-involvement products.

What product types are being compared?

The study explores whether the effect of environmental CSR on firm value differs between high-involvement and low-involvement product types.

What different types of environmental CSR are being examined?

The study examines the differential impact of various green marketing strategies such as green partnership, greening the organization, green product on shareholder value.