“Greening” the marketing mix: do firms do it and does it pay off?

Question

1. What are the contributions mentioned in the paper "“greening” the marketing mix: do firms do it and does it pay off?" ?

2. What future works have the authors mentioned in the paper "“greening” the marketing mix: do firms do it and does it pay off?" ?

3. Why are managers often moved to consider greening their marketing programs?

4. What is the potential for controlling for a wider range of factors in future studies?

Accepted Answer

The authors 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.. Their analyses show that green marketing programs are being implemented by firms, and the authors find evidence of significant performance payoffs.

Accepted Answer

Their findings also suggest several avenues for further research.. The authors offer some plausible reasons for the differences they observe in their data but have no evidence to support or refute these explanations.. Second, given that their study investigates the impact of green marketing programs from a firm perspective, future research should examine the effects of green marketing practices from a customer perspective as well.. The authors offer a number of plausible explanations for the observed pattern of results ; however, they have no data that allow us to investigate how and why customers may develop different reactions to alternative green marketing practices.

Accepted Answer

The moderating role of competitive intensity From a motivation perspective, their fieldwork suggests that managers are often moved to consider greening their marketing programs because of competitive pressures.

Accepted Answer

As their ability to measure parsimoniously green marketing practices improves, the potential for controlling for a wider range of factors in future studies should increase.

Accepted Answer

This suggests that green pricing tactics are more visible in such industries, perhaps because of greater product disposal regulations encouraging recycling, which is often a focus of green pricing programs.

Accepted Answer

At the same time, the high costs involved in changing product and distribution practices may be the reason for the absence of significant ROA effects.

Accepted Answer

The authors assessed respondents' familiarity with, knowledge of, and confidence in providing information on the issues addressed using three seven-point scaled questions ranging from very low (1) to very high (7).

Accepted Answer

As neither green pricing nor promotion programs are significantly associated with firms' product-market performance, their results suggest that their ROA performance benefit is likely driven by either lowering costs or increasing realized prices rather than enhancing unit sales.

Accepted Answer

The absence of a significant effect of green promotion on product-market performance might be explained by ease of imitation; firms often begin their greening with promotional efforts, and thus effective differentiation is likely more difficult to achieve with such programs.

Accepted Answer

In such industries, environmental issues are more important to stakeholders, and successfully accommodating their concerns may be more likely to create competitive advantage (Hult et al.

Accepted Answer

More strategic approaches involve techniques such as life-cycle costing (e.g., incorporating product costs from research to disposal), which help determine prices for products from a sustainability perspective (Menon et al. 1999; Shrivastava 1995).

Accepted Answer

firms may form "eco-alliances" with channel partners to improve the environmental impact of their joint activities, such as reconfiguring logistics arrangements to make them environmentally efficient (e.g., fewer and fuller cargos) (e.g., Dahlstrom 2011).

Accepted Answer

These findings suggest that green product and distribution programs are more effective indifferentiating firms' value offerings than green pricing and promotion programs.

“Greening” the marketing mix: do firms do it and does it pay off?

Chat with Paper

AI Agents for this Paper

Most frequently asked questions

1. What are the contributions mentioned in the paper "“greening” the marketing mix: do firms do it and does it pay off?" ?

2. What future works have the authors mentioned in the paper "“greening” the marketing mix: do firms do it and does it pay off?" ?

3. Why are managers often moved to consider greening their marketing programs?

4. What is the potential for controlling for a wider range of factors in future studies?

5. Why are green pricing programs more visible in bad industries?

6. What is the reason for the absence of significant ROA effects?

7. How did the authors assess respondents' knowledge of the issues addressed?

8. What is the effect of green pricing and promotion programs on product-market performance?

9. What is the reason for the absence of a significant effect of green promotion on product-market?

10. Why is environmental reputation more important to stakeholders?

11. What are some of the more strategic approaches to sustainability?

12. What is the common way to improve the environmental impact of a company's joint activities?

13. What is the effect of green product and distribution programs on the value of firms?

Figures

Citations

Seeing the world through GREEN-tinted glasses: Green consumption values and responses to environmentally friendly products

Thinking green, buying green? Drivers of pro-environmental purchasing behavior

Intention to buy eco-friendly packaged products among young consumers of India: A study on developing nation

Green Product Innovation: Where we are and Where we are Going

Green marketing consumer-level theory review: A compendium of applied theories and further research directions

References

Common method biases in behavioral research: a critical review of the literature and recommended remedies.

Structural equation modeling in practice: a review and recommended two-step approach

Toward a Theory of Stakeholder Identification and Salience: Defining the Principle of who and What Really Counts

Market orientation: Antecedents and consequences

Cannibals with Forks: The Triple Bottom Line of 21st Century Business

Related Papers (5)

Enviropreneurial Marketing Strategy: The Emergence of Corporate Environmentalism as Market Strategy:

A Natural-Resource-Based View of the Firm

Common method biases in behavioral research: a critical review of the literature and recommended remedies.

Evaluating Structural Equation Models with Unobservable Variables and Measurement Error

Corporate environmentalism : antecedents and influence of industry type