A CASE STUDY OF APPLE RECYCLING PROGRAM and GREEN POLICIES
Corporate Social Responsibility (CSR), Corporate Environmental Sustainability, Corporate Social Marketing (CSM), Green Policies in Technology, Consumer Perception, Awareness and Responsiveness in Green Consumption, Apple Recycling Programme, Apple Environmental Footprint
The general purpose of this study is to address the potential impact of marketing related corporate social responsibility (CSR) initiatives on consumer behaviour, the importance of communication of CSR in achieving a positive behaviour/attitude change, the feelings, and perception of consumers regarding the green and sustainable policies of technology companies as well as the levels of awareness and responsiveness among the consumers towards environmental sustainability. The research focuses on the aforementioned targets in relation to the computer giant Apple who has an impressive foothold within the industry brought by its revolutions under reinventions of personal computers, mobile phones, digital music players, and future mobile media devices. The company’s particular ‘Recycling Programme’ as an example of corporate social marketing (CSM) together with its green policies conveyed through its environmental footprint are investigated by means of an online questionnaire. The responses gathered from 30 participants across 7 different countries are analysed through individual and cross-dimensional perspectives. Results show that CSM promotes positive behaviour/attitude change including participation, word-of-mouth, and customer confidence all of which contributes to consumer’s own evaluation that is enriched by being informed about the cause and being convinced about the difference made. In conclusion, CSM influences consumers’ perception of CSR, comprehension of green policies, attachment to environmental sustainability, awareness and responsiveness that are incorporated in customers’ beliefs.
"A CASE STUDY OF APPLE RECYCLING PROGRAM and GREEN POLICIES", IJSDR - International Journal of Scientific Development and Research (www.IJSDR.org), ISSN:2455-2631, Vol.6, Issue 2, page no.336 - 345, February-2021, Available :https://ijsdr.org/papers/IJSDR2102049.pdf
Volume 6
Issue 2,
February-2021
Pages : 336 - 345
Paper Reg. ID: IJSDR_192944
Published Paper Id: IJSDR2102049
Downloads: 000347499
Research Area: Engineering
Country: -, -, -
ISSN: 2455-2631 | IMPACT FACTOR: 9.15 Calculated By Google Scholar | ESTD YEAR: 2016
An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 9.15 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator
Publisher: IJSDR(IJ Publication) Janvi Wave
