According to the report of PR Edelman in 2019, more than 70% customers are willing to pay higher price

for a products provided by a social support comapany (Edelman,2019). Currently,more and more
business focus on this trend to influence the customer behaviour. This strategie refers to the term
corporate social responsibility (CSR). However, when CSR is mentioned, at the same time, conflicts are
raised among stakeholders. First of all,for external stakeholder, because of the increasing concerns on
social issues and social benefits, many governmennts, potical institutions and related agencies tend to
implement policies regarding business responsibility, behaviors (Auger et al., 2010). These actions will
render our company the detrimental influence on the profitability and brand image. In this case, the
media, Greenpeace as well as a group of customers blamed our company for plastic footprint and plastic
sollution. This pressure could effect directly on company’s reputation, revenue, leading to the crisis for
investor, shareholders and employees in terms of business.

To deal with this problem, the first recommendation is green marketing campaign with volunteering
groups such as Keep Hanoi Clean (KHC) and Vietnam Green and Clean as well as KOL and influencers. In
fact, many firms, especially multinational corporations, often add CSR activities to their marketing
strategies (Cavusgil et al.,2012). Thus, this solution is believed to improve the brand images in
consumer’s eyes. Following with the campaign, a list of CSR activities include being sponsors for
educational programs with the purposes of raising awareness of recycling in Vietnam, organizing
competions with the main themes of recycling and environmental related innovation (Wang & Kuah,
2017) . These programs and events could attract a large number of participants thanks to the
sponsorship or job opportunities in our company. It is noted that working in one of the biggest
consumer goods in Vietnam is a dream of many people, especially with energetic and potential freshers
and graduates. Besides, to achieve the objectives of modifying the green production system by 2025, it
is vital for our company to facilitate the current recycling system in terms of classifying and dispose the
plastic components. All of the employees need to professional trainings and be instructed about safety
and steps in the recycling process. In addition, it is recommended for company to cooperate with start
up – projects and business related recycling to enhace the efficiency of our recycling process as well as
the reputation of company regarding social responsibility. In this situation, TonToTon is suggested as a
potential partner for cooperation when its certifications and badge could propagate the environmental
commitments of company to our consumers.

All of above mentioned recommendations should be considered to solve the current problem of
company; however, the improvement of recycling process seems to applied widely in the plastic
industry. First of all, to innovate the production chain, it is obvious that company has to invest a large
amount of money in researching and developing. This may lead to the unstability in the financial
capacity of the company, then raising the conflicts among the shareholders and investors regarding
economic profits. Additionally, the poor recycling facility in Vietnam is also an obstacles for the company
to develop waste treatment system.

References
Auger , P., Devinney, T. M., Louviere, J. J. & Burke , P. F. 2010, 'The importance of social product
attributes in consumer purchasing decisions: A multi-country comparative study', International Business
Review, vol 19(2), pp. 140-159.
Cavusgil, S. & Cavusgil , E. 2012, 'Reflections on international marketing: Destructive regeneration and
multinational firms', Journal of the Academy of Marketing Science, vol 40(2), pp. 202-217.

Edelman, 2019, 2019 Edelman Trust Barometer Special Report: In Brands We Trust?, s.l.: Edelman
Holdings, Inc.

Wang, P. & Kuah , A. T. 2018, 'Green marketing cradle‐to‐cradle: Remanufactured products in Asian
markets', Thunderbird International Business Review, vol 60(5), pp. 783-795.