The influence of the environmental factor on marketing strategy: An applied study in the costumer industry

In recent years, environment-related issues are gaining great importance within the business world, driving firms to reorient their marketing strategies. This paper analyzes the influence of the environmental factor on the design of firms' marketing strategies. With this aim, we studied the degree of implementation of ecological marketing strategies in the consumer industry by utilitzing the scale proposed by Banerjee (2002). To meet this aim, a market research project was carried out by interviewing 81 managers. Results show that, although the integration of ecological aspects is still in a first phase fo intiation, a growing tinterest has been observed among a segment of firms that expresses a proactive attitude towards the environment and develops green marketing strategies.