The Paradoxes and Challenges of Creating Social Good Through Environmentalist-Marketer Collaboration

Abstract

Increasingly, collaborative relationships, commonly called green alliances, are emerging between marketers and environmental groups to promote corporate environmentalism and create social good (Stafford and Hartman 1996). Green alliances allow marketers to obtain ecological expertise, credibility, and linkages to consumers and other relevant stakeholders to support green marketing initiatives (Stafford, Polonsky, and Hartman 2000). Environmental NGOs benefit as well, gaining the opportunity to leverage their efforts directly with business (Stafford and Hartman 2000).