How green marketing works: Practices, materialities, and images

Fuentes, Christian

doi:10.1016/j.scaman.2014.11.004

Cited by 64 publications

(58 citation statements)

References 82 publications

(76 reference statements)

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“…by T. Paiva, V. Garcia (2016) and R. Duffett et al (2018) also applied interview method in order to investigate green marketing in Portugal and South Africa respectively. Combined data multi-gathering techniques are also considered to be acceptable for the evaluation of green marketing performance (Fuentes, 2015;Saxena, 2015;Chen, 2016;Duffett et al, 2018). C. Fuentes (2015) applied a combination of observations, interviews, collection and analysis of artifacts in order to evaluate green marketing performance.…”

Section: Methodological Framework For the Evaluation Of Green Marketimentioning

confidence: 99%

“…Combined data multi-gathering techniques are also considered to be acceptable for the evaluation of green marketing performance (Fuentes, 2015;Saxena, 2015;Chen, 2016;Duffett et al, 2018). C. Fuentes (2015) applied a combination of observations, interviews, collection and analysis of artifacts in order to evaluate green marketing performance. R. Duffett et al (2018) used a twopronged approach and employed in-depth interviews for an initial qualitative study followed by a quantitative questionnaire.…”

Section: Methodological Framework For the Evaluation Of Green Marketimentioning

confidence: 99%

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Evaluation of Green Marketing Performance: A Methodological Perspective

Skačkauskienė

Vilkaitė-Vaitonė

2020

SCEE

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Green marketing has drawn the attention of academics and practitioners during the last few decades. However, no holistic framework has been developed on how to evaluate the implementation of green marketing orientation at the organization level. The article has an objective to analyze methodological perspective of evaluation of green marketing. Authors have identified that questionnaires, interviews, and observations are the most common methods chosen for the evaluation of green marketing performance. The evaluation of green marketing performance can be based on particular scales applicable for the evaluation of green marketing. This study enriches the literature by building a base for the formulation of benchmarks for the evaluation of green marketing performance in contemporary organization. Results of the research have shown that green marketing performance should be undertaken at strategic, tactical and operational levels.

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Section: Methodological Framework For the Evaluation Of Green Marketimentioning

confidence: 99%

Section: Methodological Framework For the Evaluation Of Green Marketimentioning

confidence: 99%

Evaluation of Green Marketing Performance: A Methodological Perspective

Skačkauskienė

Vilkaitė-Vaitonė

2020

SCEE

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“…Questionnaire surveys (Rivera-Camino, 2007;Abzari et al, 2013;Chan, 2013;Ko et al, 2013;Richey et al, 2014;Majerova, 2015;Nadanyiova et al, 2015;Singh, Kumar, 2015;Yadav et al, 2016;Papadas et al, 2017) and observations (Ham, Lee, 2011) are used to measure green marketing performance based on information provided by either the companies themselves or customers. Combined data multigathering techniques are also appropriate for the evaluation of performance of green marketing (Fuentes, 2015;Saxena, 2015;Chen, 2016;Duffett et al, 2018). For example, C. Fuentes (2015) has combined interviews, observations, collections, analysis of textual and non-textual artefacts for studying green marketing.…”

Section: Methodological Approaches To the Measurement Of Green Marketmentioning

confidence: 99%

“…Combined data multigathering techniques are also appropriate for the evaluation of performance of green marketing (Fuentes, 2015;Saxena, 2015;Chen, 2016;Duffett et al, 2018). For example, C. Fuentes (2015) has combined interviews, observations, collections, analysis of textual and non-textual artefacts for studying green marketing. R. Duffett et al (2018) have given a priority to a two-prong approach for the measurement.…”

Section: Methodological Approaches To the Measurement Of Green Marketmentioning

confidence: 99%

Methodological Perspective of Evaluation of Green Marketing Performance

Skačkauskienė

Vilkaitė-Vaitonė

2019

Economics and Business

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There is an increasing interest among academics, top managers, stakeholders regarding green marketing and its potential to improve environmental performance. Considering the prominence green marketing has risen to in recent decades, it is surprising to note that marketing literature has drawn relatively limited attention to evaluation of green marketing performance at the level of business unit. Therefore, the aim of this article is to investigate methodological background for the evaluation of green marketing performance. Using multi-source data, the authors have found out that it is possible to ground the evaluation of green marketing performance on different methods, criteria and scales used for the evaluation of green marketing. The contribution of the present research focuses on suggesting well-founded guidelines for the evaluation of green marketing performance in a modern organisation. The study suggests evaluating performance of green marketing at strategic, tactical and operational levels.

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“…First, it has been suggested that the implementation of “green” strategies is a complex phenomenon for analysis because it involves both individual managerial variables and corporate organisational variables (El Dief & Font, ; Calza, Parmentola, & Tutore, ). Second, it has been noted that most of the literature on these variables has been merely descriptive in nature (Fuentes, ), and deeper analysis of the relationships among various managerial and organisational variables associated with the i mplementation of an EPS remains to be undertaken (Mohajan, ; Solaiman, Osman, & Halim, ).…”

Section: Introductionmentioning

confidence: 99%

An integral model for the implementation of environmental policy strategy

Rivera

2019

Bus Strat Env

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This article responds to demands for a more in-depth study on how to implement an environmental policy strategy (EPS). Following the strategic choice framework, this study seeks to address this issue by testing a theoretical model of several managerial and organisational variables associated with a firm's EPS. The managerial variables examined include managers' perceptions of environmental pressures, managers' consciousness of environmental problems, and managers' perceptions of the potential benefits associated with the implementation of an EPS. The organisational variables that are investigated relate to the structure, systems, and processes of the representative organisations. Control variables include the firm's industrial sector, its country of origin, its size, and its international character. A model based on structural equations with the weighted least squares estimation method is used to test the hypotheses in a large sample of firms. The results confirm the need to consider a multidisciplinary view of the implementation of an EPS.

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How green marketing works: Practices, materialities, and images

Cited by 64 publications

References 82 publications

Evaluation of Green Marketing Performance: A Methodological Perspective

Evaluation of Green Marketing Performance: A Methodological Perspective

Methodological Perspective of Evaluation of Green Marketing Performance

An integral model for the implementation of environmental policy strategy

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