The current work attempts to highlight the importance of there being a true corporate commitment towards protecting the environment behind any green communication -i.e., that ecological awareness should be one of the values determining organizational culture. This implies that green marketing should be understood not solely as an activity, but also as a philosophy.In the first part of the article, we discuss the difficulty in measuring the environmental culture of a firm and we propose a series of indicators for this purpose. In the second part, we apply these indicators to the Spanish industrial firms that have at least one ecolabelled product, with a view to deciding whether ecolabels are used as simple sales pitch or, in contrast, there really exists a company behind them with a true environmental culture.
Purpose -The internet is becoming increasingly important in the communication between local governments and citizens, which makes the usability of municipal web sites a critical factor in government-citizen communication. The purpose of this paper is to propose and test a model for evaluating the potential of municipal web sites. Design/methodology/approach -In this work an objective investigation of the issue has been conducted by manually accessing and evaluating 84 European municipal web sites. Quality of web home pages was determined using an original Web Assessment Index, which focuses on four categories: accessibility, speed, navigability and content. Findings -A detailed report of the results arising from this investigation is presented and systematically analyzed. Originality/value -The most valuable output from this paper is not the ability to identify the best sites, but to see how each municipal site is compared to related sites and to spot ideas and practices that can improve city sites. These findings will be useful for both researchers and practitioners who seek to understand the issues relevant to municipal e-government.
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