Green Marketing and Corporate Social Responsibility in Greece

Research conducted by the Athens Laboratory of Research in Marketing-A.L.A.R.M. – (University of Economics and Business of Athens), and the Centre for Sustainability and Excellence (CSE).

On Thursday, February 18, the Athens Laboratory of Research in Marketing – A.L.A.R.M. – and the Centre for Sustainability and Excellence (CSE) held the second annual conference on “Green Marketing and Corporate Social Responsibility” at Gaia Center, Athens.

With over 300 participants stemming from both the corporate and academic sectors, the two collaborators presented results from an ongoing research study centered on Green Marketing. A national sample of 700 Greek consumers participated in this second annual study, where results provided significant insight on consumer attitudes, perceptions, and behaviors in relation to the practices of Green Companies and Green Products.

One important highlight from the survey was the evidence of a significant increase in environment-friendly products/businesses, and the fact that more and more consumers are willing to reward environmentally responsible businesses and green products despite the crisis.

Mr. George Avlonitis, Professor of Marketing at the Athens University of Economics and Director of the Athens Laboratory of Research in Marketing – A.L.A.R.M., states:
“Despite these encouraging results, the majority of consumers believe that companies commit to environmental policies particularly for market gains, with a large percentage showing skepticism over companies’ environmental claims. Moreover, despite the importance of ‘certification’, the general public is still unfamiliar with environmental labeling…..Companies should strive to improve the visibility of “green” product certifications, specifically through the development of corporate cultures oriented towards appropriate production and distribution methods”.

Additionally, Managing Director of the Center for Sustainability (CSE), Mr. Nickos Avlonas, states:
“The research findings show that despite the economic crisis, consumers are evermore purchasing green products and reward green businesses, while also emphasizing the importance of both the reduction of CO2 emissions and waste. CSE, in collaboration with the Swiss Agency “myclimate”, provide pioneer solutions for the creation of green products/businesses by certifying them as climate neutral and reducing their carbon footprint”.

The event launched with an introduction by Mr. Maniatis, Deputy Minister of the Ministry for the Environment, Physical Planning and Public Works. Case studies then followed, on successful Green Marketing practices, which were presented by major corporations such as, Vlachakis Eggs, Aget Hercules, GAEA, OTE, APIVITA Natural Products, Coca-Cola Hellas, and INTERAMERICAN who were also sponsors of the event along with the National Bank of Greece. Media sponsors included AdBusiness Magazine, GEO Magazine, Scientific Marketing, Marketing Week, NAFTEMPORIKI.gr, SKY TV, and SBC TV.

“Green Marketing and Corporate Social Responsibility” was sponsored by the PR and Communications Company, Advocate Burson / Marsteller. The event was held under the auspices of the Ηellenic Federation of Enterprises (SEV), Greek Academy of Marketing (ELAM), and the Greek Institute of Corporate Responsibility (CRI).

The event was certified as Climate Neutral by the Swiss Organization myclimate, partner of the Center for Sustainability (CSE).