Purpose -The aim of this study is to identify what values and lifestyles best explain environmentally friendly behaviours. Design/methodology/approach -This paper adapts the Values and Lifestyle scale and the Environmental and Attitude and Knowledge scale to the Spanish context in order to describe the ecological consumer profile. The data were obtained from a questionnaire handed out to a random sample of 573 individuals. With the information obtained, and after the scales validation process, a structural equation analysis has been conducted. Findings -Findings of the study highlight that environmental patterns and self-fulfilment values are those that best characterise the ecological market segment. This group of consumers is characterised by their self-fulfilment feeling. They are people who always try to improve themselves and take actions which pose a new challenge for them. They are also characterised by having an ecological lifestyle, that is, environment consciousness, selecting and recycling products and taking part in events to protect the environment. This kind of consumer would be interested in firms that are committed to the environment and launch new products, showing them as a new and exciting experience. Originality/value -The results of this study might interest consumer behaviour researchers and those firms that care about the ecological consumers. Further research is needed including new psychographic variables.

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Increasingly, consumers choose ecological products when they do the shopping, not only because it is a healthier option but also because it helps to sustain the environment for future generations. They are prepared to switch products for ecological reasons and stop buying products from companies that cause pollution. Firms and other economic institutions are aware of the importance of reflecting these attitudes towards the environment in developing their products. This paper is focused on environmental attitudes as meaningful predictor of ecological behaviour. A three-dimensional approach to this variable has been developed, which addresses its emotional, cognitive and conative components. A random sample survey of 573 individuals was used to verify the conceptual model and framework. This model was assessed initially by principal factor analysis and subsequently, by structural equation modelling. Findings of this study showed that environmental attitudes have a significant effect on ecological behaviour. This research improves our understanding of how consumers feel and what attitudes best define their way of behaving in relation to environmental problems.

Following the natural-resource-based view of the company, this study analyzes how green marketing strategy influences different dimensions of organizational performance. In this task, it also studies how the integration of the environmental values within the firm's internal culture determines the effect of green strategies on performance. To meet these aims, the present research collects data from 361 manufacturing firms of a European country. Structural equation modelling with EQS software was the method applied to analyze the information.Findings indicate that green marketing strategy lead firms to improve their profitability by optimizing marketing performance and reducing costs. However, dimensions of organizational results, like process performance, are not positively related to economic success. It also reveals that environmentally-oriented firms are more likely to achieve a superior operational and marketing performance from environmental practices.

Purpose -Following the natural resource based view of the firm, this paper seeks to analyse the influence of a green marketing strategy on the performance of business-to-business organisations. Also, it aims to explore the role of organisational resources as drivers of proactive environmental management. Design/methodology/approach -A model based on structural equations with partial least squares analysis is used to test the hypotheses. This model was tested on a sample of 181 industrial organisations. Findings -The findings confirm that managers indirectly play a key role in the design and development of green marketing strategies through the integration of environmental values into the organisational culture. They also reveal that, while market-oriented practices directly determine economic performance, internally oriented activities indirectly influence financial results through the improvement of the firm's environmental performance.Research limitations/implications -This research partially integrates organisational resources as drivers of environmental behaviour, and does not explore the role of capabilities. The article proposes different implications considering the competitive consequences of a green marketing strategy. Practical implications -The article includes different practical implications about the effect of different environmental practices on different dimensions of organisational performance. It sheds light on the controversial link between environmental proactivity and performance. Originality/value -This research tests empirically some of the theoretical underpinnings of the natural resource based view of the company in an under-researched context like the business-to-business context.