Corporate environmentalism strategy in the Spanish consumer product sector: A typology of firms

Isabel Buil-Carrasco, Elena Fraj-Andrés, Jorge Matute-Vallejo

Research output: Indexed journal article Articlepeer-review

28 Citations (Scopus)


In recent years, the protection of the environment has gained a growing importance. Accordingly, small and large firms have become aware of their responsibility and begun to develop environmental strategies as an enterprising challenge. In such a situation, this study describes firms' environmental orientation and its impact on the design of corporate and marketing strategies in the Spanish consumer product sector. The purpose of this paper is to identify different groups of firms according to their environmental behaviour. The information was obtained through 81 personal interviews with firms in the final consumer product sector. With the data obtained we have conducted several exploratory and confirmatory factor analyses and a cluster analysis. Findings have proved that there is a specific firm type characterized by certain variables: influence of external forces; environmental orientation; corporative and marketing strategies; size; macro-sector and, if existing, the environment department.

Original languageEnglish
Pages (from-to)350-368
Number of pages19
JournalBusiness Strategy and the Environment
Issue number6
Publication statusPublished - Sept 2008
Externally publishedYes


  • 'Corporate environmentalism'
  • Cluster analysis
  • Corporate and environmental marketing strategies
  • Environmental firm types


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