Accountability Beyond Profitability: Understanding the Impact of Marketing Actions on Environmental and Social Performance

Abstract

The extant literature provides much-needed support to understand marketing accountability and how marketing actions are related to financial performance (FP). However, we have limited understanding of the relationships between marketing actions and firms' social performance (SP) and environmental performance (EP). Understanding these links is critical to enhancing sustainable FP, SP, and EP. Moreover, the literature provides limited understanding of the measures by which SP and EP may be operationalized, or the data necessary to reach a conclusion. This study bridges these gaps by extensively reviewing the extant literature to offer a set of measures and data sources to operationalize SP and EP, and empirically show their relationships with marketing actions. We find that greenhouse gas (GHG) emission, environmental disclosure score, waste reduction, energy consumption, and recycling are prominent measures of EP, and that social disclosure score, philanthropy or community spending, and diversity of gender and race are prominent measures of SP. The KLD, ASSET4, and Bloomberg are prominent sources of data that can be used to operationalize SP, to which CDP may be added for EP. We also show that marketing actions positively affect EP and SP. This study contributes to the extant literature on SP and EP by identifying measures and data sources and linking marketing actions to both performance types. It contributes to policy development by identifying the importance of EP and SP and how marketing actions can help achieve such performance.

Citation

Sharma, A., Borah, S.B., Adhikary, A. and Haque, T. (2021), "Accountability Beyond Profitability: Understanding the Impact of Marketing Actions on Environmental and Social Performance", Kumar, V. and Stewart, D.W. (Ed.) Marketing Accountability for Marketing and Non-marketing Outcomes (Review of Marketing Research, Vol. 18), Emerald Publishing Limited, Leeds, pp. 193-232. https://doi.org/10.1108/S1548-643520210000018008