Linking National Culture to Corporate Political Activity in Pursuit of Environmental Sustainability: A Perspective

Abstract

Culture of a country influences the social and institutional capacity for environmental sustainability. This 
paper is focusing on the government and corporate level. Recognizing the importance of maintaining 
relationships with government institutions as well as consumers, this study aims to bring corporate 
political activity (CPA) as a marketing tool in the limelight to encourage literary and scholarly 
contributions to the limited research related to political activities in the field of marketing. It is presenting 
a perspective with an example of a collectivistic country. This conceptual paper endeavours to present 
an idea to protect the environment by proposing a model to propose that national culture has the forces 
which shape government and political environment, organization’s ability to acquire 
resources/capabilities, and the strategies (the firm-level, institutional-level and corporate-level). These 
factors ultimately can influence the way CPA can be used as a marketing tool to influence both 
consumer behaviour and the government for environmental stability.