Evaluation of Green Marketing Performance: A Methodological Perspective
Abstract
Green marketing has drawn the attention of academics and practitioners during the last few decades. However, no holistic framework has been developed on how to evaluate the implementation of green marketing orientation at the organization level. The article has an objective to analyze methodological perspective of evaluation of green marketing. Authors have identified that questionnaires, interviews, and observations are the most common methods chosen for the evaluation of green marketing performance. The evaluation of green marketing performance can be based on particular scales applicable for the evaluation of green marketing. This study enriches the literature by building a base for the formulation of benchmarks for the evaluation of green marketing performance in contemporary organization. Results of the research have shown that green marketing performance should be undertaken at strategic, tactical and operational levels.
Keywords: |
Green marketing; progress; methodological framework; criteria.
|
Full Text: |
References
Abzari, M., Shad, F. S., Sharbiyani, A., Morad, A. P. (2013). Studying the effect of green marketing mix on market share increase. European Online Journal of Natural and Social Sciences, 2(3), 641–653.
Chan, E. S. W. (2013). Managing green marketing: Hong Kong hotel managers’ perspective. International Journal of Hospitality Management, 34, 442–461.
Chen, H. C., Yang, C. H. (2019). Applying a multiple criteria decision-making approach to establishing green marketing audit criteria. Journal of Cleaner Production, 210, 256–265.
Chen, S. (2016). Selling the environment: green marketing discourse in China’s automobile advertising. Discourse, Context and Media, 12, 11–19.
D‘Souza, C., Taghian, M., Sullivan-Mort, G., Gilmore, A. (2015). An evaluation of the role of green marketing and a firm‘s internal practices for environmental sustainability. Journal of Strategic Marketing, 23(7), 600–615.
Duffett, R., Edu, T., Haydam, N., Negricea, I. C., Zaharia, R. (2018). A multi-dimensional approach of green marketing competitive advantage: a perspective of small medium and micro enterprises from Western Cape, South Africa. Sustainability, 10, 1–27.
Dzulkarnain, I. S., Ariqoh, T., Maulida, N. (2019). Green marketing strategy for local specialty agro-industry development to support creative agro-industry. IOP Conference Series: Earth and Environmental Science, 230, 1–8.
Fraj, E., Martinez, E., Matute, J. (2013). Green marketing in B2B organisations: an empirical analysis from the natural-resource-based view of the firm. Journal of Business & Industrial Marketing, 28(5), 396–410.
Fuentes, C. (2015). How green marketing works: practices, materialities, and images. Scandinavian Journal of Management, 31, 192–205.
Gurau, C., Ranchhod, A. (2005). International green marketing: a comparative study of British and Romanian firms. International Marketing Review, 22(5), 547–561.
Ham, S., Lee, S. (2011). US restaurant companies’ green marketing via company websites: impact on financial performance. Tourism Economics, 17(5), 1055–1069.
Jain, S. K., Kaur, G. (2004). Green marketing: an attitudinal and behavioural analysis of Indian consumers. Global Business Review, 5(2), 187–205.
Ko, E., Hwang, Y. K., Kim, E. Y. (2013). Green marketing’ functions in building corporate image in the retail setting. Journal of Business Research, 66, 1709–1715.
Majerova, J. (2015). Analysis of Slovak consumer’s perception of the green marketing activities. Procedia Economics and Finance, 26, 553–560.
Nadanyiova, M., Kicova, E., Rypakova, M. (2015). Green marketing and its exploitation in Slovak companies. Procedia Economics and Finance, 26, 219–226.
Ottman, J. A. (2017). The New Rules of Green Marketing. Strategies, Tools and Inspiration for Sustainable Branding. New York: Routledge.
Paiva, T., Garcia, V. (2016). ECO2SEIA – low carbon green label products: a green marketing “study case”. Holos, 32(8), 1–15.
Papadas, K. K., Avlonitis, G. J., Carrigan, M. (2017). Green marketing orientation: conceptualization, scale development and validation. Journal of Business Research, 80, 236–246.
Rex, E., Baumann, H. (2007). Beyond ecolabels: what green marketing can learn from conventional marketing. Journal of Cleaner Production, 15, 567–576.
Richey, R. G., Musgrove, C. F., Gilison, S. T., Gabler, C. B. (2014). The effects of environmental focus and program timing on green marketing performance and the moderating role of resource commitment. Industrial Marketing Management, 43, 1246–1257.
Rivera-Camino, J. (2007). Re-evaluating green marketing strategy: a stakeholder perspective. European Journal of Marketing, 41(11/12), 1328–1358.
Saxena, S. (2015). Are they really green: flipping the second side of green marketing coin - a critical analysis using selected cases? Amity Global Business Review, 10, 110–113.
Singh, B., Kumar, S. (2015). A study on current status of green marketing in North India. Pacific Business Review International, 7(11), 16–23.
Vilkaite-Vaitone, N., Skackauskiene, I. (2019). Green marketing orientation: evolution, conceptualization and potential benefits. Open Economics, 2, 53–62.
Yadav, R., Dokania, A. K., Pathak, G. S. (2016). The influence of green marketing functions in building corporate image. Evidences from hospitality industry in a developing nation. International Journal of Contemporary Hospitality Management, 28(10), 2178–2196.
Yong, Z., Ming, F., Mingxia, W. (2011). A research on evaluation of green marketing performance based on gray system. http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.196.9351&rep=rep1&type=pdf
Zampese, E. R. S., Moori, R. G., Caldeira, A. (2016). Green marketing as a mediator between supply chain management and organizational performance. Revista de Administracao Mackenzie, 17(3), 183–211.
Zhang, L., Fu, J. (2017). Performance evaluation of the green marketing of circular economy based on the combination of expert evaluation of neural network. 3rd Asian Pacific Conference on Energy, Environment and Sustainable Development, 56–62.
DOI: 10.7250/scee.2019.010
Refbacks
- There are currently no refbacks.
Copyright (c) 2019 Ilona Skackauskiene, Neringa Vilkaite-Vaitone
This work is licensed under a Creative Commons Attribution 4.0 International License.