Resum
This paper aims to approach to the reality of the environmental marketing in the Spanish industry, identifying, on the one hand, the most salient green practices in this sector and, on the other hand, the profiles of companies more prone to adopt them. Findings suggest that, in general terms, more socially visible organizations are more interested in environmental marketing practices. In addition, it is also observed that the implementation degree of environmental modifications in internal processes related to logistics and product design is superior to marketdirected actions, mainly oriented to promote and communicate the organization's environmental behaviour.
Títol traduït de la contribució | Marketing and the environment: An approach to the situation of the Spanish industry |
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Idioma original | Castellà |
Pàgines (de-a) | 156-183 |
Nombre de pàgines | 28 |
Revista | Universia Business Review |
Volum | 31 |
Estat de la publicació | Publicada - 2011 |
Publicat externament | Sí |