A multidimensional approach to the influence of environmental marketing and orientation on the firm's organizational performance

Journal of Business Ethics 88 (2):263 - 286 (2009)
Abstract
Since it implies a reduction in the quality and the quantity of the natural resources, environmental degradation is a present day problem that requires immediate solutions. This situation is driving firms to undertake an environmental transformation process with the purpose of reducing the negative externalities that come from their economic activities. Within this context, environmental marketing is an emerging business philosophy by which organizations can address sustainability issues. Moreover, environmental marketing and orientation are seen as valuable strategies to improve a firm's competitiveness. However, the literature that has analyzed the link between environmental strategies and firms' results has been inconclusive and contradictory. In this study, we propose and test a model that analyses how the implementation of ecological issues within a firm's marketing strategy and orientation influences organizational results. Data were obtained through a survey sent to Spanish manufacturing firms. The results show that environmental marketing positively affects firms' operational and commercial performance and this improvement will influence their economic results. Moreover, environmental marketing is revealed as an excellent strategy to obtain competitive advantages in costs and in product differentiation. Thus, this study agrees with the researchers who affirm that environmental strategies positively affect firm's competitiveness while reducing environmental impact
Keywords environmental marketing  environmental orientation  sustainability  operational performance  commercial performance  economic performance
Categories (categorize this paper)
DOI 10.1007/s10551-008-9962-2
Options
 Save to my reading list
Follow the author(s)
My bibliography
Export citation
Find it on Scholar
Edit this record
Mark as duplicate
Revision history
Request removal from index
Download options
Our Archive


Upload a copy of this paper     Check publisher's policy     Papers currently archived: 28,743
Through your library
References found in this work BETA

Add more references

Citations of this work BETA

Add more citations

Similar books and articles

Monthly downloads

Added to index

2009-01-28

Total downloads

38 ( #137,221 of 2,178,038 )

Recent downloads (6 months)

5 ( #54,939 of 2,178,038 )

How can I increase my downloads?

My notes
Sign in to use this feature


Discussion
Order:
There  are no threads in this forum
Nothing in this forum yet.

Other forums