Green marketing strategies: an examination of stakeholders and the opportunities they present

Cronin, J. Joseph; Smith, Jeffery S.; Gleim, Mark R.; Ramirez, Edward; Martinez, Jennifer

doi:10.1007/s11747-010-0227-0

Cited by 575 publications

(438 citation statements)

References 122 publications

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“…Existing research suggests that customer satisfaction (Luo and Bhattacharya 2006) or perceived value (Peloza and Shang 2011) might be potential positive mediators of the sustainability efforts-consumer responses relationship; consumer skepticism might be a likely negative mediator. The number of companies that claim to operate in a socially responsible or sustainable way has increased dramatically in the past two decades (e.g., Adweek 2009), while incidents of irresponsible behaviors such as greenwashing simultaneously have rendered consumers skeptical of such claims (Cronin et al 2011;Mohr et al 1998;Wagner et al 2009). Alternatively, consumers' perceived organizational motives (i.e., attributions) might be potential positive and negative mediators of the sustainability efforts-consumer responses relationship.…”

Section: Discussion Theoretical Implicationsmentioning

confidence: 99%

“…Potential positive mediators include customer satisfaction (Luo and Bhattacharya 2006), perceived value (Peloza and Shang 2011) or positive (values-driven or strategic-driven) attributions (Groza et al 2011); negative mediators might be consumer skepticism (Cronin et al 2011;Mohr et al 1998;Wagner et al 2009) or negative (stakeholder-driven) attributions (Groza et al 2011). It would also be interesting to test reactance theory as a potential explanation for our finding that (when controlling for moderation by personal norms) subjective norms negatively moderate the effects of store assortment sustainability on consumer responses.…”

Section: Limitations and Suggestions For Further Researchmentioning

confidence: 94%

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How and When Retailers’ Sustainability Efforts Translate into Positive Consumer Responses: The Interplay Between Personal and Social Factors

et al. 2017

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This study aims to address how (through which mechanisms) and when (under which conditions) retailers' sustainability efforts translate into positive consumer responses. Hypotheses are developed and tested through a scenario-based experiment among 672 consumers. Retailers' assortment sustainability and distribution sustainability are manipulated. Retailers' sustainability efforts lead to positive consumer responses (e.g., improved store evaluations) via two underlying mechanisms: consumers' identification with the store (personal route) and store legitimacy (social route). The effects of sustainability efforts are strengthened if consumers have personal norms favoring shopping at environmentally friendly stores. Remarkably, when controlling for moderation by personal norms, social norms weaken the effects. The findings show that traditional marketing mix elements provide opportunities for retailers to improve their organizations' bottom line and positively affect consumer (and societal) well-being. This study helps retailers decide whether or not to invest in and communicate about sustainability. Past research has shown the clear potential for positive consumer responses to firms' sustainability efforts, but little is known about the underlying mechanisms and the conditions under which such responses take place. This study advances theory by examining personal and social factors as mediators and moderators of the retailers' sustainability efforts-consumer responses relationship.

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Section: Discussion Theoretical Implicationsmentioning

confidence: 99%

Section: Limitations and Suggestions For Further Researchmentioning

confidence: 94%

How and When Retailers’ Sustainability Efforts Translate into Positive Consumer Responses: The Interplay Between Personal and Social Factors

et al. 2017

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“…Another modern marketing strategies focus on environmentally or socially friendly topics (Cronin et al, 2011;Leonidou et al, 1996).…”

Section: Marketing Strategiesmentioning

confidence: 99%

Marketing Strategies of “Born Globals” Companies when Entering the Foreign Market

Reková¹

2018

Trends Economics and Management

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Purpose of the article: The aim is to verify the level of awareness of "born globals" companies among students of an economically oriented university, so among potential future businessmen, and to identify what type of marketing strategy they would choose providing they had only 3 years since establishing their business before they would enter the foreign market. The comparison of students' answers with well-tried theories from all over the world is the result of empirical research. These theories are analyzed in a table and show marketing strategies of "born globals" companies across continents, different fields of study, size of enterprises and turnover. Methodology: There were used methods of data analysis. Secondary data were aimed on structured data collection including the literature overview and analysis of studies across continents that were published as "born globals marketing strategy". The questionnaire survey, was used for primary data collection in this article. Following evaluation was done by descriptive statistics, statistic induction and the conclusion was set by relative frequency. Scientific aim: The scientific aim was to verify the level of students' awareness of "born globals" companies and to learn about the choice of marketing strategies when entering the foreign market of "born globals" companies. This choice of marketing strategy was compared to well-tried studies theories from all over the world. The scientific aim was verified by 2 hypotheses and their alternative hypotheses. Findings: The empiric research statistically evaluates given hypotheses and verifies their validity. Conclusions: The conclusion of empirical research answers the question -is it possible to define the concept of marketing strategy of "born globals" companies? This piece of work should help to modern managers to understand current modern trends and to be able to adapt to new export strategies.

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“…In this educational role, store managers should take responsibility for disseminating environmental practices among sales associates (Cronin et al 2011). To assist them, environmental awareness programs tailored to store managers' specific needs could provide guidance on new environmental practices and raise awareness of how action patterns affect the SENS-climate.…”

Section: Managerial Implicationsmentioning

confidence: 99%

Making SENS: exploring the antecedents and impact of store environmental stewardship climate

Hensen

Keeling

Ruyter

et al. 2015

J. of the Acad. Mark. Sci.

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Retailers increasingly recognize that environmental responsibility is a strategic imperative. However, little research has investigated or identified the factors that facilitate the successful implementation of environmentally responsible strategies across a network of customer-facing sales units (stores). We propose that a store manager's ability to lead by example facilitates this process by fostering a supportive climate for store environmental stewardship (SENS-climate). By examining the influence of store managers' actions on sales associates' perceptions of the SENS-climate, as well as the subsequent impact on their performance-measured by margins, as well as sales of green and regular products-this study demonstrates that store managers can foster a SENS-climate by articulating their prioritization of environmental responsibility in their operational decisions. These positive effects are sustained by relational factors, such as the moderating effect of the store manager-sales associate dyadic tenure. In contrast, when store managers display high variability in their environmental orientation, it hinders the development of SENS-climate perceptions among sales associates. If sales associates perceive an enabling SENS-climate, they achieve higher margins and more green but fewer regular sales.

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Green marketing strategies: an examination of stakeholders and the opportunities they present

Cited by 575 publications

References 122 publications

How and When Retailers’ Sustainability Efforts Translate into Positive Consumer Responses: The Interplay Between Personal and Social Factors

How and When Retailers’ Sustainability Efforts Translate into Positive Consumer Responses: The Interplay Between Personal and Social Factors

Marketing Strategies of “Born Globals” Companies when Entering the Foreign Market

Making SENS: exploring the antecedents and impact of store environmental stewardship climate

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