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| Author: | Langerak, F. Peelen, E. Veen, M. van der |
| Title: | Exploratory results on the antecedents and consequences of green marketing |
| Journal: | Journal of the Market Research Society
1998 : OCT, VOL. 40:4, p. 323-335 |
| Index terms: | Corporate culture Organizational behaviour Models Netherlands Europe |
| Freeterms: | Green marketing |
| Language: | eng |
| Abstract: | In this article, it is developed and tested a model incorporating external and internal antecedents and consequences of the integration of environmental issues in marketing. The integration of environmental issues in marketing is made manifest through the development and commercialisation of green products and the incorporation of environmental issues in marketing communication. The consequences of this so-called green marketing are reflected in the performance of business. The model is tested on a sample of 138 Dutch manufacturing businesses. The results indicate i.e. that environmental regulation is still the most important reason for marketers to adopt environmentally friendly marketing programmes. |
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