The CSR Strategy via Corporate Shared Value: A Case Study of The Body Shop Reusable Packaging

International Relations Department, Faculty of Humanities, Bina Nusantara University, Jakarta, Indonesia 11480

^* Corresponding author: aurelia.ramadini@binus.ac.id

Abstract

This research reveals the importance of the company’s commitment to developing ethical and business practices that are socially, economically, and environmentally sustainable is known as strategy Corporate Social Responsibility (CSR). The Body Shop is one of the companies that promote green business methods. The company aims to reduce landfill waste, reuse goods sold, and recycle packaging that may still be used, which is also in line with the government’s Circular Economy (CE) practice program. This study intends to examine the effectiveness of The CSR Strategy carried out by The Body Shop company in Jakarta through the corporate shared value approach called “Bring Back Our Bottle” program, which asks customers to return empty product packaging to The Body Shop outlets. To complete this study, the research employed a qualitative research methodology that involved doing descriptive research and using a literature review as the primary method for collecting data and information based on authentic documents from The Body Shop and https://waste4change.com. This research is significant because the understanding of business theory focuses solely on the economic sector, whereas new theories, such as circular economies, have emerged to highlight CSR strategies to increase corporate profits while ensuring the sustainability of the social and environmental sectors using a CSV approach.