RESPONSIBLE MARKETING IN THE CONTEXT OF GLOBAL CLIMATE CHALLENGES: ETHICAL COMMUNICATION AND SUSTAINABLE CONSUMER ENGAGEMENT

Анотація

Climate change is one of the most urgent global challenges of the 21st century, affecting ecosystems, economies, and societies worldwide. Rising global temperatures, extreme weather events, and the depletion of natural resources have created unprecedented pressure on governments, organizations, and individuals to take immediate and effective action. Businesses, in particular, are expected to go beyond traditional profit-oriented strategies and actively contribute to environmental sustainability. In this context, marketing assumes a pivotal role in shaping consumer perceptions, promoting sustainable behaviors, and influencing public discourse on climate-related issues.

Responsible marketing, as a strategic approach, emphasizes the integration of ethical principles, transparency, and environmental stewardship into marketing practices. Unlike traditional marketing, which often prioritizes sales and brand promotion, responsible marketing seeks to balance business objectives with societal and environmental responsibilities. It involves communicating honestly about a company’s sustainability efforts, avoiding misleading claims or greenwashing, and engaging consumers in meaningful ways that promote environmentally conscious choices.

The concept has evolved in response to growing consumer awareness, regulatory pressures, and global sustainability challenges. According to Kotler and Keller (2021), responsible marketing requires that companies adopt ethical communication, transparency, and honesty in their claims about products and services. This means avoiding deceptive advertising, exaggeration of sustainability benefits, or manipulative tactics designed solely to boost sales.

Key elements of responsible marketing include:

1. Ethical Product Development – Offering products that minimize environmental impact and promote social responsibility.
2. Transparent Communication – Clearly informing consumers about the environmental and social implications of products and services.
3. Consumer Engagement – Actively involving customers in sustainability initiatives and encouraging environmentally responsible behaviors.
4. Accountability and Reporting – Measuring and communicating sustainability performance, often through corporate social responsibility (CSR) reports or third-party certifications.

Several studies highlight that responsible marketing not only strengthens brand image but also fosters long-term consumer trust and loyalty. For instance, companies like Patagonia and The Body Shop have successfully aligned their marketing strategies with sustainability principles, resulting in strong consumer engagement and brand advocacy.

Climate change poses significant risks and challenges to business operations, supply chains, and market stability. Rising global temperatures, increased frequency of extreme weather events, and resource scarcity have created both threats and opportunities for companies worldwide. Organizations are now being called upon to demonstrate environmental responsibility as part of their core business strategy, not merely as a peripheral CSR activity.

The corporate role in addressing climate change can be categorized into three dimensions:

1. Mitigation – Reducing carbon footprint and environmental impact through sustainable practices, renewable energy adoption, and efficient resource management.
2. Adaptation – Adjusting business operations and supply chains to respond to the effects of climate change, such as extreme weather or water scarcity.
3. Advocacy and Education – Raising awareness among consumers and stakeholders about environmental issues and promoting collective action.

Companies are increasingly held accountable by governments, NGOs, and consumers to participate in climate action. For example, international frameworks such as the Paris Agreement set clear targets for greenhouse gas reductions, influencing corporate policies and marketing practices. Firms that fail to align with sustainability expectations risk reputational damage, loss of market share, and decreased consumer trust.

Moreover, climate-conscious consumers are becoming a driving force for change. They prefer brands that demonstrate authentic environmental responsibility, which reinforces the importance of integrating sustainability into marketing strategies. Marketing, therefore, becomes not just a promotional tool, but a mechanism for communicating corporate responsibility and engaging stakeholders in climate-positive behavior.

Green marketing refers to the promotion of products, services, or corporate initiatives based on environmental benefits. It is an essential component of responsible marketing, as it allows companies to differentiate themselves in increasingly eco-conscious markets. Green marketing strategies often include eco-labeling, sustainable packaging, energy-efficient products, and campaigns that emphasize environmental stewardship.

However, the practice is not without risks. Greenwashing occurs when companies make misleading or exaggerated claims about the environmental benefits of their products or operations. Delmas and Burbano (2011) define greenwashing as a strategy that misleads stakeholders regarding the company’s environmental performance. Examples include overstating the use of recycled materials, claiming carbon neutrality without evidence, or promoting minor eco-friendly initiatives as central to the brand’s sustainability missio.

Greenwashing can have severe consequences, including:

• Loss of consumer trust and brand loyalty.
• Negative media exposure and reputational damage.
• Legal sanctions in regions with strict advertising and environmental regulations.

To avoid greenwashing, companies should adopt transparent, verifiable, and honest communication strategies. This includes:

1. Using third-party certifications and eco-labels to validate environmental claims.
2. Providing measurable and evidence-based sustainability performance data.
3. Communicating both achievements and areas for improvement, demonstrating accountability.

Several companies have successfully implemented green marketing without greenwashing. For example, Unilever communicates the environmental and social impact of its products through the Sustainable Living Plan, combining marketing with measurable sustainability outcomes. Similarly, IKEA uses product labeling to inform consumers about energy efficiency, recycled content, and environmental impact, ensuring credibility in its claims.

Ultimately, the integration of responsible marketing, effective green marketing, and avoidance of greenwashing is crucial for businesses to contribute meaningfully to climate action while maintaining consumer trust and market competitiveness

Responsible marketing is not merely a promotional tactic; it is a strategic approach that aligns business objectives with environmental and social responsibilities. Companies that adopt transparent, ethical, and engaging marketing practices can influence consumer behavior, strengthen brand credibility, and contribute to global climate action. The integration of sustainability into marketing strategies is essential for creating long-term value for both organizations and society.