IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v64y2011i12p1311-1319.html
   My bibliography  Save this article

Transformative green marketing: Impediments and opportunities

Author

Listed:
  • Polonsky, Michael Jay

Abstract

Green marketing is not achieving its potential for improving the quality of life of consumers, while improving the natural ecosystem. The failure is the result of the inability of consumers, firms and governments to adopt systems thinking, in which macro-marketing perspectives are integrated into their respective micro-decisions, that is, the anthropocentric view of the natural world is disregarded. The paper discusses why the three groups above have had difficulties in embracing environmental issues, thus impeding real transformative green marketing from occurring. To address the difficulties three proposed actions need to be undertaken: (1) Marketers need to look for new ways of calculating and communicating value that integrates environmental value, thereby moving away from financial measures which have no real environmental meaning. (2) Change the discourse regarding the environment, highlighting the importance of action and inaction, which needs to be based on increased education about the human–environment interface. (3) Marketing needs to refocus its emphasis on want satisfaction, shifting away from the acquisition of goods, thereby enhancing how marketers create value. Making these changes will allow marketers to operationalize transformative green marketing so the human condition and the natural system that humans operate within are both improved and bring about transformative green marketing.

Suggested Citation

  • Polonsky, Michael Jay, 2011. "Transformative green marketing: Impediments and opportunities," Journal of Business Research, Elsevier, vol. 64(12), pages 1311-1319.
    • Handle: RePEc:eee:jbrese:v:64:y:2011:i:12:p:1311-1319
    DOI: 10.1016/j.jbusres.2011.01.016
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296311000300
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2011.01.016?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Antonio Chamorro & Sergio Rubio & Francisco J. Miranda, 2009. "Characteristics of research on green marketing," Business Strategy and the Environment, Wiley Blackwell, vol. 18(4), pages 223-239, May.
    2. Sundarakani, Balan & de Souza, Robert & Goh, Mark & Wagner, Stephan M. & Manikandan, Sushmera, 2010. "Modeling carbon footprints across the supply chain," International Journal of Production Economics, Elsevier, vol. 128(1), pages 43-50, November.
    3. Belk, Russell W, 1988. "Possessions and the Extended Self," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 15(2), pages 139-168, September.
    4. Burkard Eberlein & Dirk Matten, 2009. "Business Responses to Climate Change Regulation in Canada and Germany: Lessons for MNCs from Emerging Economies," Journal of Business Ethics, Springer, vol. 86(2), pages 241-255, March.
    5. Libecap, Gary D., 2009. "The tragedy of the commons: property rights and markets as solutions to resource and environmental problems," Australian Journal of Agricultural and Resource Economics, Australian Agricultural and Resource Economics Society, vol. 53(1), pages 1-16.
    6. Dale Russell & Cristel Russell, 2010. "Here or there? Consumer reactions to corporate social responsibility initiatives: Egocentric tendencies and their moderators," Marketing Letters, Springer, vol. 21(1), pages 65-81, March.
    7. Székely, Francisco & Knirsch, Marianna, 2005. "Responsible Leadership and Corporate Social Responsibility:: Metrics for Sustainable Performance," European Management Journal, Elsevier, vol. 23(6), pages 628-647, December.
    8. Scott Barrett, 2006. "Climate Treaties and "Breakthrough" Technologies," American Economic Review, American Economic Association, vol. 96(2), pages 22-25, May.
    9. Kilbourne, William E. & Beckmann, Suzanne C. & Thelen, Eva, 2002. "The role of the dominant social paradigm in environmental attitudes: a multinational examination," Journal of Business Research, Elsevier, vol. 55(3), pages 193-204, March.
    10. Joseph Guiltinan, 2009. "Creative Destruction and Destructive Creations: Environmental Ethics and Planned Obsolescence," Journal of Business Ethics, Springer, vol. 89(1), pages 19-28, May.
    11. Gary D. Libecap, 2009. "The tragedy of the commons: property rights and markets as solutions to resource and environmental problems," Australian Journal of Agricultural and Resource Economics, Australian Agricultural and Resource Economics Society, vol. 53(1), pages 129-144, January.
    12. Fry, Marie-Louise & Polonsky, Michael Jay, 2004. "Examining the unintended consequences of marketing," Journal of Business Research, Elsevier, vol. 57(11), pages 1303-1306, November.
    13. Johnson, Homer H., 2003. "Does it pay to be good? Social responsibility and financial performance," Business Horizons, Elsevier, vol. 46(6), pages 34-40.
    14. Varadarajan, Rajan, 2009. "Outsourcing: Think more expansively," Journal of Business Research, Elsevier, vol. 62(11), pages 1165-1172, November.
    15. Linderhof, Vincent & Kooreman, Peter & Allers, Maarten & Wiersma, Doede, 2001. "Weight-based pricing in the collection of household waste: the Oostzaan case," Resource and Energy Economics, Elsevier, vol. 23(4), pages 359-371, October.
    16. Amy J. Hillman & Gerald D. Keim, 2001. "Shareholder value, stakeholder management, and social issues: what's the bottom line?," Strategic Management Journal, Wiley Blackwell, vol. 22(2), pages 125-139, February.
    17. Diamantopoulos, Adamantios & Schlegelmilch, Bodo B. & Sinkovics, Rudolf R. & Bohlen, Greg M., 2003. "Can socio-demographics still play a role in profiling green consumers? A review of the evidence and an empirical investigation," Journal of Business Research, Elsevier, vol. 56(6), pages 465-480, June.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Nitika Sharma & Raiswa Saha & V. Raja Sreedharan & Justin Paul, 2020. "Relating the role of green self‐concepts and identity on green purchasing behaviour: An empirical analysis," Business Strategy and the Environment, Wiley Blackwell, vol. 29(8), pages 3203-3219, December.
    2. Stelios Rozakis & Athanasios Kampas, 2022. "An interactive multi-criteria approach to admit new members in international environmental agreements," Operational Research, Springer, vol. 22(4), pages 3461-3487, September.
    3. Elizabeth Hoffman & Matthew L. Spitzer, 2011. "The Enduring Power of Coase," Journal of Law and Economics, University of Chicago Press, vol. 54(S4), pages 63-76.
    4. Jeremy Galbreath, 2016. "When do Board and Management Resources Complement Each Other? A Study of Effects on Corporate Social Responsibility," Journal of Business Ethics, Springer, vol. 136(2), pages 281-292, June.
    5. Torres, Anna & Bijmolt, Tammo H.A. & Tribó, Josep A. & Verhoef, Peter, 2012. "Generating global brand equity through corporate social responsibility to key stakeholders," International Journal of Research in Marketing, Elsevier, vol. 29(1), pages 13-24.
    6. Claudius Gros, 2022. "Generic catastrophic poverty when selfish investors exploit a degradable common resource," Papers 2208.08171, arXiv.org, revised Jan 2023.
    7. Jyoti Dhingra Darbari & Devika Kannan & Vernika Agarwal & P. C. Jha, 2019. "Fuzzy criteria programming approach for optimising the TBL performance of closed loop supply chain network design problem," Annals of Operations Research, Springer, vol. 273(1), pages 693-738, February.
    8. Johan Jansson, 2011. "Consumer eco‐innovation adoption: assessing attitudinal factors and perceived product characteristics," Business Strategy and the Environment, Wiley Blackwell, vol. 20(3), pages 192-210, March.
    9. Xiao Li & Chunmei Zheng & Gang Liu & Muhammad Safdar Sial, 2018. "The Effectiveness of Internal Control and Corporate Social Responsibility: Evidence from Chinese Capital Market," Sustainability, MDPI, vol. 10(11), pages 1-18, November.
    10. Gabriel Natividad, 2016. "Quotas, Productivity, and Prices: The Case of Anchovy Fishing," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 25(1), pages 220-257, March.
    11. Costello, Christopher & Quérou, Nicolas & Tomini, Agnes, 2015. "Partial enclosure of the commons," Journal of Public Economics, Elsevier, vol. 121(C), pages 69-78.
    12. David Blandford, 2010. "Presidential Address: The Visible or Invisible Hand? The Balance Between Markets and Regulation in Agricultural Policy," Journal of Agricultural Economics, Wiley Blackwell, vol. 61(3), pages 459-479, September.
    13. Zhou, Jie & Zhong, Hua & Hu, Wuyang & Qiao, Guanghua, 2022. "Substitution versus wealth: Dual effects of non-pastoral income on livestock herd size," World Development, Elsevier, vol. 151(C).
    14. Azaguagh, Ismail & Driouchi, Ahmed, 2018. "Understanding Commons and Anticommons in different economic contexts," MPRA Paper 116621, University Library of Munich, Germany.
    15. Guillard, Valérie & Le Nagard, Emmanuelle, 2018. "L'impact de l'obsolescence perçue des biens durables sur la décision de remplacement et la destinée de l'objet remplacé," ESSEC Working Papers WP1801, ESSEC Research Center, ESSEC Business School.
    16. Matthew B. Lunde, 2018. "Sustainability in marketing: a systematic review unifying 20 years of theoretical and substantive contributions (1997–2016)," AMS Review, Springer;Academy of Marketing Science, vol. 8(3), pages 85-110, December.
    17. Lingling Hou & Pengfei Liu & Xiaohui Tian, 2023. "Grassland tenure reform and grassland quality in China," American Journal of Agricultural Economics, John Wiley & Sons, vol. 105(5), pages 1388-1404, October.
    18. Aphale, Omkar & Thyberg, Krista L. & Tonjes, David J., 2015. "Differences in waste generation, waste composition, and source separation across three waste districts in a New York suburb," Resources, Conservation & Recycling, Elsevier, vol. 99(C), pages 19-28.
    19. J. K. Eastman & P. Modi & S. Gordon-Wilson, 2020. "The Impact of Future Time Perspective and Personality on the Sustainable Behaviours of Seniors," Journal of Consumer Policy, Springer, vol. 43(2), pages 275-294, June.
    20. José-Luis Godos-Díez & Roberto Fernández-Gago & Laura Cabeza-García, 2019. "How Does Reciprocity Affect Undergraduate Student Orientation towards Stakeholders?," Sustainability, MDPI, vol. 11(21), pages 1-15, October.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:64:y:2011:i:12:p:1311-1319. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.