Papadas, KK, Avlonitis, G and Carrigan, M (2017) Green marketing orientation: Conceptualization, scale development and validation. Journal of Business Research, 80. 236 -246. ISSN 0148-2963

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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.

Item Type: Article
Additional Information: This is the accepted author manuscript (AAM). The final published version (version of record) is available online via Elsevier at 10.1016/j.jbusres.2017.05.024 - please refer to any applicable terms of use of the publisher.
Uncontrolled Keywords: green marketing, environmental sustainability scale development, transformative marketing, marketing strategy
Subjects: H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of products
Divisions: Faculty of Humanities and Social Sciences > Keele Management School
Depositing User: Symplectic
Date Deposited: 09 Mar 2018 13:27
Last Modified: 29 Nov 2018 01:30

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