Exploratory Results on the Antecedents and Consequences of Green Marketing

In this article the authors develop and test a model that incorporates external and internal antecedents and consequences of the integration of environmental issues in marketing.
  

Exploratory Results on the Antecedents and Consequences of Green Marketing

Fred Langerak Erasmus University Rotterdam, University of GhentEd PeelenNijenrode University, University of AmsterdamMark van der VeenUniversity of Amsterdam

Introduction

Environmental concerns have begun to reshape the landscape in which businesses compete. Consequently, the natural and physical environment, traditionally discussed as an external influence on the process and content of marketing management, is now viewed as central to management and marketing strategy (Hart 1995; Shrivastava 1994). Although the idea of integrating environmental issues into the process and content of marketing strategy is not new,...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands