How Companies Integrate Environmental Issues Into Their Marketing Strategies

Abstract

An increased level of environmental awareness by consumers has caused marketing to pay special attention to the deteriorating environment. This is a consequence of markets punishing those companies that fail to consider environmental concerns in their marketing efforts. However, how environmental proactivity is integrated into marketing strategy has been scarcely analyzed in the marketing literature. The present paper aims to fill this gap in the literature by theoretically analyzing the ways in which companies integrate environmental concerns into their marketing strategies. This theoretical analysis is complemented by an empirical investigation into 75 agrofood companies in Spain. We find that long-term marketing instruments should be given priority when companies integrate environmental issues into their marketing strategies.

Does Environmental Certification Help the Economic Performance of Hotels?

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Service vs. manufacturing: how to address more effectively eco-innovation public policies by disentangling the different characteristics of industries

“…The influence that eco-innovation has in enhancing the collaboration among the different role players such as public and private sectors (Berger et al 2001;Hu, Parsa, and Self 2010;Kalantari and Asadi 2010;Gázquez-Abad et al 2011) and on more specific questions such as how the regulations are affecting the rapid development of this field of study or how previous innovative levels positively affect the environmental focus of companies (Wagner 2008;De Marchi, 2012;Segarra-Oña et al 2011) acting as what we could call an "accelerator" has also been studied, but the differences between manufacturing and services industries have not been addressed until now. Sirilli and Evangelista (1998) and Forsman (2011) compared patterns of innovative behavior between manufacturing and services and did not find big differences, but they noted the structural patterns both types of firms had in terms of types of innovations and size, mainly.…”

GMS for Sustainability Performance in the Apparel Manufacturing Industry: A Conceptual Framework

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