SHS Web Conf.
Volume 74, 2020The 19th International Scientific Conference Globalization and its Socio-Economic Consequences 2019 – Sustainability in the Global-Knowledge Economy
|Number of page(s)||8|
|Section||Behavioral Economics and Finance|
|Published online||10 January 2020|
Factors affecting implementation of green marketing orientation
Vilnius Gediminas Technical University, Faculty of Business Management, Management Department, Sauletekio av. 11, LT-10223, Vilnius, Lithuania
2 Vilnius Gediminas Technical University, Faculty of Business Management, Management Department, Sauletekio av. 11, LT-10223, Vilnius, Lithuania
* Corresponding author: firstname.lastname@example.org
Traditional marketing is no longer able to address all the issues in modern markets. Global economic crisis, post-Brexit challenges, and changes in the landscape of corporate social responsibility are pushing marketing managers to build sustainability into the performance of the marketing mix. This leads to the development of new marketing philosophy, i. e. green marketing. Companies that implement green marketing orientation send a message to the stakeholders that they care about the society and the ecosystem. While past studies provide useful theoretical insight into the concept and benefits of green marketing decisions, a lack of holistic viewpoint to the factors that determine the choice of green marketing orientation in modern organizations exists. This lack stimulated authors of the paper to address the demand for an integrated analysis of green marketing factors. The article provides researchers and marketing managers with a comprehensive view to the factors affecting the choice of green marketing orientation. Theoretical analysis has shown that factors determining the choice of green marketing orientation can be of external or internal nature. Apart from that, all the factors are direct or indirect and differ in their manageability. The findings of the research present opportunities for researchers and managers to apply green marketing orientation. The article includes directions for future research and managerial implications.
© The Authors, published by EDP Sciences, 2020
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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