IDEAS home Printed from https://ideas.repec.org/a/cmj/seapas/y2015i7p129-134.html
   My bibliography  Save this article

Marketing Programs For Green Products In Achieving Ecological Sustainability

Author

Listed:
  • Gabriela CĂPĂȚÎNĂ

    (Bucharest University of Economic Studies, Bucharest, Romania)

  • Roxana-Denisa STOENESCU

    (Bucharest University of Economic Studies, Bucharest, Romania)

Abstract

This article explores one dimension of green marketing programs: their potential application as a solution in achieving and maintaining the ecological sustainability on global market. We examine the necessity to develop and launch green products which can respond to environment degradation as a treatment against this phenomenon. This paper is structured in three sections: the first section is related to a clear delimitation and a better understanding of terms; the second one is an overview of the literature about ecological sustainability; the third section is the most relevant part of this paper because is trying to shape a framework of marketing programs for the development of green products, considering the decisions related to marketing mix elements. Even if green marketing programs make sense, current understanding of how managers can start to develop or transform their marketing efforts is far from comprehensive; therefore, this study is addressed to this knowledge gap.

Suggested Citation

  • Gabriela CĂPĂȚÎNĂ & Roxana-Denisa STOENESCU, 2015. "Marketing Programs For Green Products In Achieving Ecological Sustainability," SEA - Practical Application of Science, Romanian Foundation for Business Intelligence, Editorial Department, issue 7, pages 129-134, April.
    • Handle: RePEc:cmj:seapas:y:2015:i:7:p:129-134
    as

    Download full text from publisher

    File URL: http://seaopenresearch.eu/Journals/articles/SPAS_7_20.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Paul Shrivastava, 1995. "Environmental technologies and competitive advantage," Strategic Management Journal, Wiley Blackwell, vol. 16(S1), pages 183-200.
    2. Banerjee, Subhabrata Bobby, 2002. "Corporate environmentalism: the construct and its measurement," Journal of Business Research, Elsevier, vol. 55(3), pages 177-191, March.
    3. World Commission on Environment and Development,, 1987. "Our Common Future," OUP Catalogue, Oxford University Press, number 9780192820808.
    4. Polonsky, Michael Jay & Rosenberger, Philip III, 2001. "Reevaluating green marketing: a strategic approach," Business Horizons, Elsevier, vol. 44(5), pages 21-30.
    5. Rosa Dangelico & Devashish Pujari, 2010. "Mainstreaming Green Product Innovation: Why and How Companies Integrate Environmental Sustainability," Journal of Business Ethics, Springer, vol. 95(3), pages 471-486, September.
    6. 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.
    7. Mohammad Salam, 2009. "RETRACTED ARTICLE: Corporate Social Responsibility in Purchasing and Supply Chain," Journal of Business Ethics, Springer, vol. 85(2), pages 355-370, April.
    8. Thomas Dyllick & Kai Hockerts, 2002. "Beyond the business case for corporate sustainability," Business Strategy and the Environment, Wiley Blackwell, vol. 11(2), pages 130-141, March.
    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. Chengli Shu & Kevin Z. Zhou & Yazhen Xiao & Shanxing Gao, 2016. "How Green Management Influences Product Innovation in China: The Role of Institutional Benefits," Journal of Business Ethics, Springer, vol. 133(3), pages 471-485, February.
    2. Mohammad Taherdangkoo & Kamran Ghasemi & Mona Beikpour, 2017. "The role of sustainability environment in export marketing strategy and performance: a literature review," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 19(5), pages 1601-1629, October.
    3. Jelena Spanjol & Leona Tam & Vivian Tam, 2015. "Employer–Employee Congruence in Environmental Values: An Exploration of Effects on Job Satisfaction and Creativity," Journal of Business Ethics, Springer, vol. 130(1), pages 117-130, August.
    4. Tariq, Adeel & Badir, Yuosre F. & Tariq, Waqas & Bhutta, Umair Saeed, 2017. "Drivers and consequences of green product and process innovation: A systematic review, conceptual framework, and future outlook," Technology in Society, Elsevier, vol. 51(C), pages 8-23.
    5. Vito Albino & Azzurra Balice & Rosa Maria Dangelico, 2009. "Environmental strategies and green product development: an overview on sustainability‐driven companies," Business Strategy and the Environment, Wiley Blackwell, vol. 18(2), pages 83-96, February.
    6. Roby Setiadi & Kardison Lumban Batu & Harry Soesanto, 2017. "Does an Environmental Marketing Strategy Influence Marketing and Financial Performance? A Study of Indonesian Exporting Firms," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 29(2), pages 177-192.
    7. Markus Beckmann & Stefan Hielscher & Ingo Pies, 2014. "Commitment Strategies for Sustainability: How Business Firms Can Transform Trade‐Offs Into Win–Win Outcomes," Business Strategy and the Environment, Wiley Blackwell, vol. 23(1), pages 18-37, January.
    8. Jana Hojnik, 2017. "In Pursuit of Eco-innovation," UPP Monograph Series, University of Primorska Press, number 978-961-7023-53-4.
    9. Lueg, Rainer & Radlach, Ronny, 2016. "Managing sustainable development with management control systems: A literature review," European Management Journal, Elsevier, vol. 34(2), pages 158-171.
    10. Farida Saleem & Saiqa Saddiqa Qureshi & Muhammad Imran Malik, 2021. "Impact of Environmental Orientation on Proactive and Reactive Environmental Strategies: Mediating Role of Business Environmental Commitment," Sustainability, MDPI, vol. 13(15), pages 1-16, July.
    11. Gabriel Eweje, 2011. "A Shift in corporate practice? Facilitating sustainability strategy in companies," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 18(3), pages 125-136, May.
    12. Papadas, Karolos-Konstantinos & Avlonitis, George J. & Carrigan, Marylyn & Piha, Lamprini, 2019. "The interplay of strategic and internal green marketing orientation on competitive advantage," Journal of Business Research, Elsevier, vol. 104(C), pages 632-643.
    13. Raffaele Fiorentino & Stefano Garzella & Rita Lamboglia & Daniela Mancini, 2016. "Strategie di sostenibilit?: dalle motivazioni ai sistemi di misurazione della performance," MANAGEMENT CONTROL, FrancoAngeli Editore, vol. 2016(2), pages 115-142.
    14. Leonidou, Leonidas C. & Fotiadis, Thomas A. & Christodoulides, Paul & Spyropoulou, Stavroula & Katsikeas, Constantine S., 2015. "Environmentally friendly export business strategy: Its determinants and effects on competitive advantage and performance," International Business Review, Elsevier, vol. 24(5), pages 798-811.
    15. Wing Chow & Yang Chen, 2012. "Corporate Sustainable Development: Testing a New Scale Based on the Mainland Chinese Context," Journal of Business Ethics, Springer, vol. 105(4), pages 519-533, February.
    16. Pishchulov, Grigory & Trautrims, Alexander & Chesney, Thomas & Gold, Stefan & Schwab, Leila, 2019. "The Voting Analytic Hierarchy Process revisited: A revised method with application to sustainable supplier selection," International Journal of Production Economics, Elsevier, vol. 211(C), pages 166-179.
    17. Leonidou, Leonidas C. & Leonidou, Constantinos N. & Fotiadis, Thomas A. & Zeriti, Athina, 2013. "Resources and capabilities as drivers of hotel environmental marketing strategy: Implications for competitive advantage and performance," Tourism Management, Elsevier, vol. 35(C), pages 94-110.
    18. Zhang, Yibin & Hafezi, Maryam & Zhao, Xuan & Shi, Victor, 2017. "Reprint of “The impact of development cost on product line design and its environmental performance”," International Journal of Production Economics, Elsevier, vol. 194(C), pages 126-134.
    19. Francesco Di Maddaloni & Roya Derakhshan, 2019. "A Leap from Negative to Positive Bond. A Step towards Project Sustainability," Administrative Sciences, MDPI, vol. 9(2), pages 1-19, June.
    20. Hsueh, Che-Fu, 2014. "Improving corporate social responsibility in a supply chain through a new revenue sharing contract," International Journal of Production Economics, Elsevier, vol. 151(C), pages 214-222.

    More about this item

    Keywords

    Marketing programs; Green products; Ecology; Sustainability; Marketing mix;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Q56 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - Environment and Development; Environment and Trade; Sustainability; Environmental Accounts and Accounting; Environmental Equity; Population Growth
    • Q57 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - Ecological Economics

    Statistics

    Access and download statistics

    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:cmj:seapas:y:2015:i:7:p:129-134. 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: Serghie Dan (email available below). General contact details of provider: https://seaopenresearch.eu/ .

    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.