عنوان انگلیسی مقاله:

Green marketing orientation: Conceptualization, scale development and validation

ترجمه عنوان مقاله:  گرایش بازاریابی سبز: مفهوم، توسعه مقیاس و اعتبار

رشته: مدیریت بازاریابی

سال انتشار: 2017

تعداد صفحات مقاله انگلیسی: 11 صفحه

منبع: الزویر و ساینس دایرکت

نوع فایل: pdf

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چکیده مقاله

Abstarct Green marketing orientation

As green marketing becomes an essential tool for sustainable business strategy, companies are adopting green marketing practices to achieve better business performance. However, no research has yet operationalized all the organizational facets that are necessary to become a green marketing oriented company. To address this omission, following the literature in measurement theory, this investigation reports a series of 4 studies and develops a scale to capture the holistic approach of green marketing.

This study introduces the construct of green marketing orientation, which comprises three dimensions: strategic green marketing orientation, tactical green marketing orientation and internal green marketing orientation. The scale shows internal consistency, reliability, construct validity and nomological validity. Directions for future research and managerial implications of the new construct are discussed.

Keywords: Green marketing, Environmental, Sustainability, Scale development, Transformative marketing, Marketing strategy

مقدمه مقاله

Introduction Green marketing orientation

Despite the ubiquity of green/environmental narratives in the marketing literature remarkably few empirical studies guide businesses  to integrate and operationalize green marketing in everyday business practice (Fuentes, 2015). Consequently, green marketing fails to achieve its potential for improving the quality of life for consumers, nor benefits the ecosystem (Polonsky, 2011).

Past reliance upon economistic logic, technological fixes, eco-innovations and environmental add-ons at the periphery of marketing strategy have not delivered transformative change for individuals and society, nor significant competitive advantage and value for business (Geels, McMeekin, Mylan, & Southerton, 2015, Kotler, 2011). This paper addresses the need for a more integrated and holistic analysis of green marketing practice through the development of a conceptualization of green marketing orientation to capture the organizational facets that operationalize a green marketing oriented organization.

 

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