Corporate Social Marketing – Csm and Conscious Consumption

Abstract

The essay is a historical and conceptual review in the understanding of evolution of social responsibility and corporate social marketing, under a critical perspective. The aim is to redeem terms and identify constraint dimensions by which they manifest themselves, and relate them to conscious consumption and its constraints. Differing views were explored concerning the treatment given to marketing initiatives in the social field, giving attention to public, private or collective responsibilities. Moreover, the essay demonstrates the barriers limiting conscious behavior, and the potential of consumers to mobilize government interventions, corporate conscience and individual commitment. Due to the complex relationship of said issues, a research agenda was proposed for the joint understanding of the phenomena in terms of information gaps between institutions and uncertainty. DOI: 10.5585/remark.v9i3.2179