ABSTRACT. This study is grounded in the considerable body of scholarship examining the role of the businesses in the community, the ecological concept of rationality, the relevance of ecological selection pressure, and the importance of innovation for reducing ecological impact. The mainstay of the paper is formed by an analysis of the relationship between CSR and firm value, the importance of the customer to the value of the firm, the environmental impacts caused by the products and services offered, and green marketing as a way of understanding the firm’s relationship with society. pp. 161–166
JEL Classification: M14, Q57

Keywords: green marketing, CSR, ecological impact, firm