Re-evaluating green marketing strategy : a stakeholder perspective
AbstractPurpose The present study aims to examine the influence of stakeholders on green marketing strategy (GMS). Marketing literature recognizes that stakeholders play a significant role in influencing organizations and markets, but has not targeted a single integrated approach to examine the relationship between stakeholder management and GMS. Design/methodology/approach This research comprised several phases, including the development of a typology of GMS, an analysis of how managers prioritize stakeholders, a study of the influence of stakeholders on GMS, and an analysis of the influence of the organizational context on managers’ perception of the stakeholders. The hypotheses were validated using multivariate correlational techniques. Findings The study identified the stakeholders associated with GMS and their impact on the strategy adopted by the firms, and established how this is moderated by the firm’s own economic sector and organizational characteristics. Research limitations/implications Future studies might replicate and extend the research in other industries and countries to ascertain whether environmental concerns have different effects in other contexts. Practical implications The surveys on GMS and stakeholder perception undertaken in the present survey are a potential source of information for managers because they can be used as a self diagnostic tool to determine if a firm’s attitude to the environment is reactive or proactive. Originality/value Results show that the organizational “greening” process is not a linear, one dimensional progression, rather an uneven process in which several GMS profiles prioritize different stakeholders. The results also reveal that underlying perceptual, behavioral, and organizational factors influence GMS implementation.
Download InfoIf you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
Bibliographic InfoPaper provided by Universidad Carlos III de Madrid in its series Open Access publications from Universidad Carlos III de Madrid with number info:hdl:10016/12604.
Length: 1360 p.
Date of creation: 2007
Date of revision:
Publication status: Published in European journal of marketing (2007) v. 41, p.1328-1358
Contact details of provider:
Web page: http://www.uc3m.es
Green marketing; Environmental management; Stakeholder analysis; Spain;
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Henriques, Irene & Sadorsky, Perry, 1996. "The Determinants of an Environmentally Responsive Firm: An Empirical Approach," Journal of Environmental Economics and Management, Elsevier, vol. 30(3), pages 381-395, May.
- Martin Jänicke & Manfred Binder & Harald Mönch, 1997. "‘Dirty industries’: Patterns of change in industrial countries," Environmental & Resource Economics, European Association of Environmental and Resource Economists, vol. 9(4), pages 467-491, June.
- Natalia Yakovleva & Diego Vazquez-Brust, 2012. "Stakeholder Perspectives on CSR of Mining MNCs in Argentina," Journal of Business Ethics, Springer, vol. 106(2), pages 191-211, March.
- Fan-Hua Kung & Cheng-Li Huang & Chia-Ling Cheng, 2012. "Assessing the green value chain to improve environmental performance: Evidence from Taiwan's manufacturing industry," International Journal of Development Issues, Emerald Group Publishing, vol. 11(2), pages 111-128, July.
- D. Vazquez-Brust & C. Liston-Heyes & J. Plaza-Úbeda & J. Burgos-Jiménez, 2010. "Stakeholders Pressures and Strategic Prioritisation: An Empirical Analysis of Environmental Responses in Argentinean Firms," Journal of Business Ethics, Springer, vol. 91(2), pages 171-192, February.
- Elena Fraj-Andrés & Eva Martinez-Salinas & Jorge Matute-Vallejo, 2009. "A Multidimensional Approach to the Influence of Environmental Marketing and Orientation on the Firm’s Organizational Performance," Journal of Business Ethics, Springer, vol. 88(2), pages 263-286, August.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Contact person).
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 references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link 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 profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.