Factors affecting implementation of green marketing orientation

Abstract

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.