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Green marketing philosophy: a study of Spanish firms with ecolabels

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  • Antonio Chamorro
  • Tomás M. Bañegil

Abstract

The current work attempts to highlight the importance of there being a true corporate commitment towards protecting the environment behind any green communication – i.e., that ecological awareness should be one of the values determining organizational culture. This implies that green marketing should be understood not solely as an activity, but also as a philosophy. In the first part of the article, we discuss the difficulty in measuring the environmental culture of a firm and we propose a series of indicators for this purpose. In the second part, we apply these indicators to the Spanish industrial firms that have at least one ecolabelled product, with a view to deciding whether ecolabels are used as simple sales pitch or, in contrast, there really exists a company behind them with a true environmental culture. Copyright © 2005 John Wiley & Sons, Ltd and ERP Environment.

Suggested Citation

  • Antonio Chamorro & Tomás M. Bañegil, 2006. "Green marketing philosophy: a study of Spanish firms with ecolabels," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 13(1), pages 11-24, February.
    • Handle: RePEc:wly:corsem:v:13:y:2006:i:1:p:11-24
    DOI: 10.1002/csr.83
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    References listed on IDEAS

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    Cited by:

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    2. Stephanie Anne Nicole Bedard & Carri Reisdorf Tolmie, 2018. "Millennials' green consumption behaviour: Exploring the role of social media," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 25(6), pages 1388-1396, November.
    3. Rüdiger Hahn, 2013. "ISO 26000 and the Standardization of Strategic Management Processes for Sustainability and Corporate Social Responsibility," Business Strategy and the Environment, Wiley Blackwell, vol. 22(7), pages 442-455, November.
    4. Youtang Zhang & Hagos Mesfin Berhe, 2022. "The Impact of Green Investment and Green Marketing on Business Performance: The Mediation Role of Corporate Social Responsibility in Ethiopia’s Chinese Textile Companies," Sustainability, MDPI, vol. 14(7), pages 1-24, March.
    5. Vilkaite-Vaitone Neringa & Skackauskiene Ilona, 2019. "Green marketing orientation: evolution, conceptualization and potential benefits," Open Economics, De Gruyter, vol. 2(1), pages 53-62, January.
    6. Radu Ciobanu & Claudia-Elena Țuclea & Luciana-Floriana Holostencu & Diana-Maria Vrânceanu, 2022. "Decision-Making Factors in the Purchase of Ecologic Products," Sustainability, MDPI, vol. 14(15), pages 1-26, August.
    7. Elena Fraj‐Andrés & Eva Martínez‐Salinas & Jorge Matute‐Vallejo, 2009. "Factors affecting corporate environmental strategy in Spanish industrial firms," Business Strategy and the Environment, Wiley Blackwell, vol. 18(8), pages 500-514, December.
    8. Lorenzo Gelmini & Valentina Minutiello & Patrizia Tettamanzi & Maurizio Comoli, 2021. "Rhetoric, Accounting and Accountability: COVID-19 and the Case of Italy," Sustainability, MDPI, vol. 13(8), pages 1-21, April.
    9. F. Testa & F. Iraldo & A Vaccari & E. Ferrari, 2015. "Why Eco‐labels can be Effective Marketing Tools: Evidence from a Study on Italian Consumers," Business Strategy and the Environment, Wiley Blackwell, vol. 24(4), pages 252-265, May.
    10. Muhammad Mohsin Butt & Saadia Mushtaq & Alia Afzal & Kok Wei Khong & Fon Sim Ong & Pui Fong Ng, 2017. "Integrating Behavioural and Branding Perspectives to Maximize Green Brand Equity: A Holistic Approach," Business Strategy and the Environment, Wiley Blackwell, vol. 26(4), pages 507-520, May.
    11. Esmaeilpour Majid & Bahmiary Elahe, 2017. "Investigating the impact of environmental attitude on the decision to purchase a green product with the mediating role of environmental concern and care for green products," Management & Marketing, Sciendo, vol. 12(2), pages 297-315, June.
    12. Seongho Kang & Won‐Moo Hur, 2012. "Investigating the Antecedents of Green Brand Equity: A Sustainable Development Perspective," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 19(5), pages 306-316, September.
    13. Vinod Kumar & Zillur Rahman & A.A. Kazmi, 2013. "Sustainability Marketing Strategy: An Analysis of Recent Literature," Global Business Review, International Management Institute, vol. 14(4), pages 601-625, December.
    14. Paul Ziek, 2009. "Making sense of CSR communication," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 16(3), pages 137-145, May.

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