Strategic Role of Marketing in ESG-Driven Organizations

Abstract

Environmental, Social, and Governance (ESG) principles have transitioned from optional corporate responsibility initiatives to core strategic imperatives shaping organizational competitiveness, stakeholder trust, and long-term value creation. In this evolving business landscape, marketing plays a pivotal yet under-theorized role in translating ESG commitments into stakeholder engagement, brand legitimacy, and sustainable market performance. This study examines the strategic role of marketing in ESG-driven organizations, analyzing how marketing functions integrate ESG into brand positioning, communication, customer engagement, innovation, and corporate reputation management. Using a mixed-method research design combining survey data from 312 marketing professionals and in-depth interviews with 18 ESG leaders, the study employs structural equation modeling (SEM) to test the impact of ESG-oriented marketing on brand trust, customer loyalty, and firm reputation. Results indicate that ESG-integrated marketing strategy significantly strengthens brand credibility, stakeholder trust, and long-term customer loyalty, with governance transparency and social responsibility emerging as the strongest predictors of trust. The study contributes to sustainability marketing theory by positioning marketing as a strategic ESG enabler rather than a peripheral communication tool