Green marketing orientation: evolution, conceptualization and potential benefits

Abstract

Global economic fluctuation, post-Brexit challenges, changes in the landscape of corporate social responsibility are pushing managers to build sustainability into the performance of marketing mix. Traditional marketing is no longer able to address all the issues in modern markets. This led to green marketing, a new marketing philosophy. The paper provides researchers and marketing managers with a comprehensive view of the concept of green marketing, its causes, contents, and outcomes. Authors suggest a structured and outcome-based viewpoint to the construct of green marketing. Theoretical presumptions confirm structuration of green marketing initiatives to strategic, tactical, and operational levels. It was found out that cohesive marketing activities in these levels have the crucial impact of green marketing in organizational, environmental, and social contexts. Strategic, tactical, and operational activities in the field of green marketing may lead to business development, improvement of the natural ecosystem, and increased quality of life. The findings of the research present opportunities for researchers and managers to apply green marketing orientation.

The Role of Green Innovation between Green Market Orientation and Business Performance: Its Implication for Open Innovation

“…Lin et al [22] conducted a study in the Taiwan hybrid-vehicle industry and proved that market demand for green products has a positive effect on green product innovation and green process innovation. As stated by Vilkaite-Vaitone and Skackauskiene [14], the first step for companies adopting green marketing is to develop green products. Thus, the more important the role of green marketing orientation, the more important the green innovation.…”

“…As the number of green consumers increases, this research expands the construct of market orientation to green market orientation. Green market orientation affects business performance because it increases public awareness to protect environment, therefore triggering companies to adopt environmentally friendly business practices [13,14]. Furthermore, the construct of innovation as a mediating variable is also expanded to become green innovation in line with the increased responsibility of companies to meet the expectations of stakeholders.…”

“…Green marketing activities are implemented by companies to provide environmentally friendly products for consumers [32,33]. The first step that an environmentally friendly market-oriented company needs to take is to implement green innovation [14]. Green innovation is adopted by companies, to reduce waste that affects environmental damage.…”

Methodological Perspective of Evaluation of Green Marketing Performance

“…The authors of the present paper suggest the evaluation of green marketing progress to base on a broad view to green marketing. Previous theoretical analysis in this field has incited to define green marketing as organisation's engagement in strategic, tactical, and operational marketing activities and processes that have a holistic aim to create, communicate and deliver products with the minimal environmental impact (Vilkaite-Vaitone & Skackauskiene, 2019). Green marketing involves strategic, tactical and operational activities.…”

Factors affecting implementation of green marketing orientation

“…S. K. Jain and G. Kaur [14] suggest defining green marketing as marketing activities undertaken by companies with an objective to strengthen a positive impact or lessen a negative impact of products upon the environment. However, previous research of authors in the field of green marketing [15] incited to define green marketing as organization's engagement in strategic, tactical, and operational marketing activities and processes that have a holistic aim to create, communicate and deliver products with the minimal environmental impact. Such a conceptualization is applicable for various contexts, products, therefore, for the purpose of the article this definition will be used.…”