PurposeThe purpose of this paper is to extend the stream of thought regarding the concept of demand and supply integration (DSI) within the domain of environmental responsibility and green marketing.Design/methodology/approachConceptual application of theory to strategic‐level concepts is used to develop propositions representing a theoretical approach to the integration of green marketing and green supply chain management (SCM).FindingsBased on stakeholder theory, the authors propose that greater value will be perceived by customer stakeholders when the firm is able to successfully manage and coordinate demand (marketing) and supply (SCM) functions, ensuring that customer stakeholders receive what they are promised in regard to environmental products and services. For this relationship to offer competitive advantage and higher firm performance, the authors contend that it is necessary to better understand how customer stakeholders perceive firms' environmental initiatives, and to investigate if the degree to which a firm's demand and supply functions are integrated influences these perceptions.Research limitations/implicationsScholars will benefit from ideas and questions put forth in this paper as it suggests specific avenues to pursue empirically in order to understand stakeholder perceptions of a firm's environmental responsibility activities.Practical implicationsManagers will benefit from the results of this paper by better understanding the benefits of DSI in creating marketing campaigns for environmental products and services that stakeholders perceive as legitimate.Originality/valueThe authors introduce the concept of DSI to the green marketing and green SCM literature and position DSI within the broader rubric of environmental commitment in the firm.
The purpose of this research is to examine the impact that news about supply chain operations related to the triple bottom line (TBL) has on consumers' perceptions. Specifically, it focuses on how sustainability successes and failures in a company's supply chain operations influence consumer perceptions of product quality. These perceptions are based on a spillover effect. The research study is set up across three experiments. Study one tests for the spillover effect in supply chain TBL‐related news and demonstrates that negative supply chain news across all three TBL dimensions reduces quality perceptions. Study two examines the effect across three levels of negative news intensity and finds that the spillover effect is consistent, even with stronger levels of negativity. Study three investigates whether a firm can improve damaged quality perceptions and purchase intentions through a recovery effort. The results of study three suggest that consumers' perceptions and purchase intentions are generally reparable. Collectively, the findings should encourage firms to more rigorously consider how news about their supply chain operations may impact consumers' perceptions and intentions toward the firm's products.
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