Green Marketing and Corporate Social Engagement as Strategy Tools – A Conceptual Framework
André C. M. Menck, Dr. João Bento de Oliveira Filho

Abstract
“Green marketing” is regarded as a way of reducing costs or targeting eco-sensitive market segments. However, there is fast growth of the conscience for the environmental preservation in all layers of the population—not necessarily among consumers willing to pay more or to accept less product benefits to obtain green products. Literature has been seeking explanations for such managerial behaviors in altruism, not just in terms of actions of environmental protection, but also in relation to many corporate social behaviors. However, altruistic explanations do not answer conceptually to competitiveness losses imposed by economically non-justifiable expenses. This paper makes a conceptual analysis of the literature, looking for ethical reasons for the practice of social actions, to conclude that a framework in which environmental protection actions are source of competitive advantage in the fight for the consumer may well explain corporate engagement on green marketing —as well as corporate social behavior in general.

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