Green marketing orientation: Conceptualization, scale development and validation

Karolos-Konstantinos Papadas, George J. Avlonitis and Marylyn Carrigan

Journal of Business Research, 2017, vol. 80, issue C, 236-246

Abstract: As green marketing becomes an essential tool for sustainable business strategy, companies are adopting green marketing practices to achieve better business performance. However, no research has yet operationalized all the organizational facets that are necessary to become a green marketing oriented company. To address this omission, following the literature in measurement theory, this investigation reports a series of 4 studies and develops a scale to capture the holistic approach of green marketing. This study introduces the construct of green marketing orientation, which comprises three dimensions: strategic green marketing orientation, tactical green marketing orientation and internal green marketing orientation. The scale shows internal consistency, reliability, construct validity and nomological validity. Directions for future research and managerial implications of the new construct are discussed.

Keywords: Green marketing; Environmental; Sustainability; Scale development; Transformative marketing; Marketing strategy (search for similar items in EconPapers)
Date: 2017
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (75)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:80:y:2017:i:c:p:236-246

DOI: 10.1016/j.jbusres.2017.05.024

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