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,...