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Cited by 270Environmental Sustainability in BusinessCorporate Social Responsibility ReportingSustainable Supply Chain Management

Re‐evaluating green marketing strategy: a stakeholder perspective

Open access
Rivera‐Camino, Jaime·2007·European Journal of Marketing
DOI 10.1108/03090560710821206
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Abstract

Purpose: The present study aims to examine the influence of stakeholders on green marketing strategy (GMS). Marketing literature recognizes that stakeholders play a significant role in influencing organizations and markets, but has not targeted a single integrated approach to examine the relationship between stakeholder management and GMS. Design/methodology/approach: This research comprised several phases, including the development of a typology of GMS, an analysis of how managers prioritize stakeholders, a study of the influence of stakeholders on GMS, and an analysis of the influence of the organizational context on managers' perception of the stakeholders. The hypotheses were validated using multivariate correlational techniques. Findings: The study identified the stakeholders associated with GMS and their impact on the strategy adopted by the firms, and established how this is moderated by the firm's own economic sector and organizational characteristics. Research limitations/implications: Future studies might replicate and extend the research in other industries and countries to ascertain whether environmental concerns have different effects in other contexts. Practical implications: The surveys on GMS and stakeholder perception undertaken in the present survey are a potential source of information for managers – because they can be used as a self‐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 prioritize different stakeholders. The results also reveal that underlying perceptual, behavioral, and organizational factors influence GMS implementation.

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  • Defining a green product is still a complex challenge.

    “As these definitions do not offer a clear answer, defining a green product is still a complex challenge (Chen et al., 2006; Hartmann & Ibanez, 2006; Rivera-Camino, 2007).”

    From Internal factors influencing customer attitude, purchase intention and purchase behaviour with regard to green personal care products. A literature review (2023) · cites this paper as Rivera-Camino, 2007

    In “Re evaluating green marketing strategy” (page unavailable), the paper says that a broad definition of the green marketing concept remains elusive because markets differ and stakeholder needs are complex. Its discussion of green products concerns design, distribution and pricing; it does not address whether defining a green product is itself a complex challenge (searched: “definition of green product” and “what constitutes a green product”). (LLM, conf=0.72)

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6 of the 146 references couldn’t be matched to a known paper.

Research works printed but not linked: 31

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Authors
Rivera‐Camino, J.
Affiliations
Universidad Carlos III de Madrid (ES)
Corresponding author
Rivera‐Camino, Jaime
Venue
European Journal of Marketing
Publisher
Emerald
Published
2007-11-20
Volume
41
Issue
11/12
Pages
1328-1358
ISSN
0309-0566 (ISSN-L)
DOI
10.1108/03090560710821206
OpenAlex
W2043277781
Cited by
270
References
146
Citations by year
2025: 3 · 2024: 7 · 2023: 40 · 2022: 15 · 2021: 25 · 2020: 11 · 2019: 17 · 2018: 19 · 2017: 12 · 2016: 21 · 2015: 17 · 2014: 25 · 2013: 15 · 2012: 12
FWCI
17.73
Type
journal article
Language
en
Open access
Licence
Locations
  • European Journal of Marketing (publishedVersion)
  • LA Referencia (Red Federada de Repositorios Institucionales de Publicaciones Científicas) (submittedVersion, other-oa)
  • e-Archivo (Carlos III University of Madrid) (submittedVersion, other-oa)
Topics
  • Social Sciences › Business, Management and Accounting › Marketing › Environmental Sustainability in Business
  • Social Sciences › Business, Management and Accounting › Strategy and Management › Corporate Social Responsibility Reporting
  • Social Sciences › Business, Management and Accounting › Strategy and Management › Sustainable Supply Chain Management
Keywords
green marketing strategy, stakeholder management, stakeholder influence, stakeholder typology, stakeholder prioritization, organizational context, economic sectors, organizational characteristics, environmental attitudes

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