Green Accounting, Corporate Social Responsibility, and Consumer Behaviour: An Integrated Framework for Evaluating the Business Value of Sustainable Marketing Practices

Abstract

Sustainability is increasingly a critical strategic issue for organizations aiming at balancing responsibility, expectations of respective stakeholder groups, market performance and long-term value creation. The review explores the interconnections between green accounting, corporate social responsibility (CSR), sustainable marketing and consumer behaviour in creating business value. It draws together the literature to elucidate the relationship between green accounting and the provision of measurable information regarding the environment and CSR and the shift from organizational sustainability commitments into practices oriented towards stakeholders. These pledges are then reflected in the products, prices, promotion, branding, and distribution strategies used in sustainable marketing, which impact consumer perceptions and reactions in the market. The review finds that pathways which connect sustainability initiatives to organizational outcomes include consumer trust, perceived value, brand preference, purchase intention, willingness to pay, loyalty, and advocacy. A conceptual framework is proposed that brings together these internal environmental accountability frameworks, the CSR, market-oriented sustainability frameworks, consumer reactions and the value of the business in terms of financial and non-financial business results. The review emphasizes the need for credible sustainability information, cross-functional integration and consistency between the company's environmental performance and claims in the market to enhance reputation, competitiveness and organization's long-term sustainability.