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The impact of sustainability on marketing strategy and business performance: The case of Italian fisheries

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  • Marcello Risitano
  • Rosaria Romano
  • Vincenzo Rusciano
  • Gennaro Civero
  • Debora Scarpato

Abstract

In the last years, sustainability has become a successful, relevant, critical factor in several food industries. The adoption of a sustainable marketing strategy contributes positively to changes in society in terms of environmental, social and economic development. The relationship between sustainability and business performance has been widely debated in management and organisational studies. However, despite its importance and relevance, fishery sustainability has not been systematically considered by scientific studies. This paper identifies and analyses the critical factors that describe the propensity towards sustainable development for large companies within the Italian fishery sector. For this purpose, the relationships among the following latent variables were analysed: sustainable social behaviour, sustainable environmental behaviour, sustainable marketing, and return on investment. A theoretical research model has been proposed and empirically tested using a methodology based on structural equation modelling.

Suggested Citation

  • Marcello Risitano & Rosaria Romano & Vincenzo Rusciano & Gennaro Civero & Debora Scarpato, 2022. "The impact of sustainability on marketing strategy and business performance: The case of Italian fisheries," Business Strategy and the Environment, Wiley Blackwell, vol. 31(4), pages 1538-1551, May.
    • Handle: RePEc:bla:bstrat:v:31:y:2022:i:4:p:1538-1551
    DOI: 10.1002/bse.2968
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    2. Simphiwe Lincon Hlophe & Debbie Ellis, 2024. "Changing consumer attitudes to make the Corporate Social Responsibility investment in sustainable fish production, a worthwhile investment to corporates," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 31(1), pages 344-356, January.
    3. Danial Esmaelnezhad & Mohammad Dana Lagzi & Jurgita Antucheviciene & Shide Sadat Hashemi & Sina Khorshidi, 2023. "Evaluation of Green Marketing Strategies by Considering Sustainability Criteria," Sustainability, MDPI, vol. 15(10), pages 1-22, May.
    4. Ali, Amjad & Esposito, Luca & Gatto, Andrea, 2023. "Energy transition and public behavior in Italy: A structural equation modeling," Resources Policy, Elsevier, vol. 85(PB).
    5. Imran Khan & Mobin Fatma, 2023. "Does Perceived Sustainability Affect the Customer Responses toward the Brands? Role of Customer Engagement as a Mediator," Sustainability, MDPI, vol. 15(10), pages 1-13, May.

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