Environmental Marketing and Competitiveness: The Moderating Role of Environmental Orientation

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.