Evaluation of green marketing performance: a methodological perspective

Abstract

Green marketing has been drawing the attention of academics and practioners during the last few decades. However, no holistic framework has been developed on how to evaluate implementation of green marketing orientation at company’s level. This article aims at investigation of methods for the evaluation of green marketing. Using multi-source data authors have found out that it is possible to ground the evaluation of green marketing performance on the factors determining the choice of green marketing orientation that can be of external or internal nature. Demonstrating the variety of green marketing factors, this paper also explains criteria, scales and methods used for the evaluation of green marketing. This study enriches the literature by suggesting well-founded guidelines for the evaluation of green marketing performance in modern organization.