Environmental Marketing and Competitiveness: The Moderating Role of Environmental Orientation

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

Producción científica: Capítulo del libroCapítulorevisión exhaustiva


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.

Idioma originalInglés
Título de la publicación alojadaDevelopments in Marketing Science
Subtítulo de la publicación alojadaProceedings of the Academy of Marketing Science
EditorialSpringer Nature
Número de páginas5
EstadoPublicada - 2015
Publicado de forma externa

Serie de la publicación

NombreDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (versión impresa)2363-6165
ISSN (versión digital)2363-6173


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