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

Elena Fraj-Andrés, Eva Martinez-Salinas, Jorge Matute-Vallejo

Producció científica: Article en revista indexadaArticleAvaluat per experts

157 Cites (Scopus)

Resum

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.

Idioma originalAnglès
Pàgines (de-a)263-286
Nombre de pàgines24
RevistaJournal of Business Ethics
Volum88
Número2
DOIs
Estat de la publicacióPublicada - d’ag. 2009
Publicat externament

Fingerprint

Navegar pels temes de recerca de 'A multidimensional approach to the influence of environmental marketing and orientation on the firm's organizational performance'. Junts formen un fingerprint únic.

Com citar-ho