Green marketing in B2B organisations: an empirical analysis from the natural‐resource‐based view of the firm

Elena Fraj, Eva Martínez, Jorge Matute
  • Journal of Business and Industrial Marketing, July 2013, Emerald
  • DOI: 10.1108/08858621311330245

Green Marketing in industrial organizations

What is it about?

This study empirically analyses drivers and consequences of green marketing activities in the context of business-to-business relationships. It aims to identify internal resources that facilitate the implementation of more proactive environmental initiatives. It also explores how these initiatives contribute to improve environmental and economic performance. Hypotheses are tested on a sample of 181 spanish industrial organizations.

Why is it important?

The study reveals a gap between managerial support and process and market-oriented practices. While top management vision is connected to an environmental culture, this support is not directly translated to operational and marketing activities. The paper reveals that process-oriented activities contribute to economic performance by improving environmental performance. Market activities do not impact environmental performance but contribute to create external competitive advantages.

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http://dx.doi.org/10.1108/08858621311330245

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