An evaluation of the role of green marketing and a firm's internal practices for environmental sustainability

D'Souza, Clare, Taghian, Mehdi, Sullivan-Mort, Gillian and Gilmore, Andrew 2015, An evaluation of the role of green marketing and a firm's internal practices for environmental sustainability, Journal of strategic marketing, vol. 23, no. 7, pp. 600-615, doi: 10.1080/0965254X.2014.1001866.

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Title An evaluation of the role of green marketing and a firm's internal practices for environmental sustainability
Author(s) D'Souza, Clare
Taghian, MehdiORCID iD for Taghian, Mehdi
Sullivan-Mort, Gillian
Gilmore, Andrew
Journal name Journal of strategic marketing
Volume number 23
Issue number 7
Start page 600
End page 615
Total pages 16
Publisher Taylor & Francis
Place of publication Abingdon, Eng.
Publication date 2015
ISSN 0965-254X
Keyword(s) environmental processes
environmental resource management
green marketing
green research and development
green suppliers
Summary The management of a firm's green operations is increasingly important for marketing strategists. The purpose of this study is to investigate the cross-influences of green marketing strategy and the key internal green functional areas in a firm. We use the antecedents of marketing strategy and identify relationships between green marketing strategy and key supporting internal environmental operations of firms with respect to (1) green suppliers, (2) environmental resource management, (3) green research and development, and (4) environmental manufacturing processes and procedures. The statistical techniques of parallel analysis, factor analysis and multiple regressions are used to analyze data collected from 332 firms. The results identify that among the four functional areas of firms adopting green marketing strategy. Two are more likely to influence green marketing strategy – supplier selection and research and development. Implications are discussed. The findings contribute to the theory of green marketing strategy. Future research is recommended.
Language eng
DOI 10.1080/0965254X.2014.1001866
Field of Research 150503 Marketing Management (incl Strategy and Customer Relations)
150501 Consumer-Oriented Product Or Service Development
1505 Marketing
Socio Economic Objective 910403 Marketing
HERDC Research category C1 Refereed article in a scholarly journal
ERA Research output type C Journal article
Copyright notice ©2015, Taylor & Francis
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Document type: Journal Article
Collection: Deakin Graduate School of Business
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