Environmental Marketing and Competitiveness: The Moderating Role of Environmental Orientation

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

Research output: Book chapterChapterpeer-review


Empirical research about the competitive consequences of environmental marketing is still scarce and inconclusive. The aim of this study is double. First, it analyses whether implementing proactive environmental marketing influences different dimensions of organizational performance. Second, it studies if companies with a stronger environmental orientation may achieve better results by developing these practices than the less oriented firms. Findings suggest that environmental marketing drives companies to optimize its operational and commercial results and such improvement is a source of higher economic results. And, the intensity of this influence varies depending on the company’s environmental orientation, what determines the success of environmental marketing.

Original languageEnglish
Title of host publicationDevelopments in Marketing Science
Subtitle of host publicationProceedings of the Academy of Marketing Science
PublisherSpringer Nature
Number of pages5
Publication statusPublished - 2015
Externally publishedYes

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173


  • Complementary Asset
  • Environmental Preservation
  • Organizational Performance
  • Proactive Environmental Strategy
  • Proactive Strategy


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