RT Journal Article
T1 Re-evaluating green marketing strategy : a stakeholder perspective
A1 Rivera Camino, Jaime
AB Purpose The present study aims to examine the influence of stakeholders on green marketingstrategy (GMS). Marketing literature recognizes that stakeholders play a significant role in influencingorganizations and markets, but has not targeted a single integrated approach to examine therelationship between stakeholder management and GMS.Design/methodology/approach This research comprised several phases, including thedevelopment of a typology of GMS, an analysis of how managers prioritize stakeholders, a study ofthe influence of stakeholders on GMS, and an analysis of the influence of the organizational context onmanagers’ perception of the stakeholders. The hypotheses were validated using multivariatecorrelational techniques.Findings The study identified the stakeholders associated with GMS and their impact on thestrategy adopted by the firms, and established how this is moderated by the firm’s own economicsector and organizational characteristics.Research limitations/implications Future studies might replicate and extend the research inother industries and countries to ascertain whether environmental concerns have different effects inother contexts.Practical implications The surveys on GMS and stakeholder perception undertaken in thepresent survey are a potential source of information for managers because they can be used as aself diagnostic tool to determine if a firm’s attitude to the environment is reactive or proactive.Originality/value Results show that the organizational “greening” process is not a linear,one dimensional progression, rather an uneven process in which several GMS profiles prioritizedifferent stakeholders. The results also reveal that underlying perceptual, behavioral, andorganizational factors influence GMS implementation.
PB Emerald
SN 0309-0566
YR 2007
FD 2007
LK https://hdl.handle.net/10016/12604
UL https://hdl.handle.net/10016/12604
LA eng
DS e-Archivo
RD 19 may. 2024