• Abstract
  • Keywords
  • Prior Research on Sustainability
  • Green Marketing Programs
  • Research Model and Hypotheses
  • The Moderating Role of Competitive Intensity
  • The Moderating Role of Slack Resources
  • Performance Outcomes of Green Marketing Programs
  • The Effect of Industry Environmental Reputation
  • Method
  • Research Setting
  • Field Interviews
  • Questionnaire Development and Measures
  • Data Collection
  • Analysis and Results
  • Measure Validation
  • Structural Model
  • Implications for Theory and Practice
  • Theoretical Implications
  • Managerial and Public Policy Implications
  • Limitations
  • Further Research
  • Conclusion
  • References

رئوس مطالب

  • چکیده
  • کلید واژه ها
  • تحقیقات پیشین بر روی پایداری
  • برنامه های بازاریابی سبز
  • مدل تحقیقی و فرضیه ها
  • نقش منابع مازاد
  • نقش ریسک گریزی مدیریت ارشد
  • نقش تعادلی شدت رقابت
  • نقش تعادلی منابع مازاد
  • نتایج عملکرد برنامه های بازاریابی سبز
  • روش
  • تنظیمات تحقیق
  • مصاحبه های میدانی
  • معیار ها و توسعه پرسشنامه
  • جمع آوری داده
  • بررسی و نتایج
  • صحت اندازه گیری
  • مدل ساختاری
  • مفاهیم تئوری
  • مفاهیم سیاست عمومی و مدیریتی
  • محدودیت ها
  • تحقیقات آینده
  • نتیجه


Growing concern about the sustainability of the natural environment is rapidly transforming the competitive landscape and forcing companies to explore the costs and benefits of “greening” their marketing mix. We develop and test a theoretical model that predicts (1) the role of green marketing programs in influencing firm performance, (2) the impact of slack resources and top management risk aversion on the deployment of such programs, and (3) the conditioning effects that underpin these relationships. Our analyses show that green marketing programs are being implemented by firms, and we find evidence of significant performance payoffs. Specifically the results indicate that green product and distribution programs positively affect firms’ product-market performance, while green pricing and promotion practices are directly positively related to firms’ return on assets. In addition, industry-level environmental reputation moderates the links between green marketing program components and firms’ product-market and financial performance. Finally, we find that slack resources and top management risk aversion are independently conducive to the adoption of green marketing programs—but operate as substitutes for each other.

Keywords: - - - - - -


While environmental activists have long advocated the benefits to the natural environment of greening marketing practices, many managers have remained unconvinced that such investments make strategic and financial sense for their firms. In the absence of credible empirical evidence on the benefits of green marketing, this is unsurprising. Our study develops a new model of green marketing programs and presents a rigorous empirical test of the model. Our results show that firms that green their marketing programs can realize positive product-market performance outcomes. By directly and indirectly linking green marketing program components with firms’ ROA, we also show that the revenue benefits can more than compensate for the costs involved in such investments. Our study also provides new insights into slack resources and top management risk aversion as theoretically important antecedents of green marketing programs that have important implications for managers seeking to gain top management support for greening their firm’s marketing programs.

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