Green marketing in the top publicly traded Australian organizations
Polonsky, Michael Jay, Morrish, Sussie and Miles, Morgan 2009, Green marketing in the top publicly traded Australian organizations, in ANZMAC 2009 : Sustainable management and marketing conference, Monash University, Melbourne, Vic., pp. 1-8.
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This paper examines the inclusion of sustainability into marketing activities of the top Australian firms. The results found that almost half of organisations (46%) did not integrate sustainability or environmental issues into their mission statement. Of those that did include sustainability in their mission, few then integrated environmental issues into other areas of their activities, as reported on their corporate web sites. This suggests that while sustainability is frequently talked about within organisations as being important, it does not necessarily translate in to a strategic integration across activities. Firms might therefore be using environmental issues tactically, which could unfortunately result in superficial attempts at becoming environmentally sustainable.
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