Methodological perspective of evaluation of green marketing performance

Abstract

There is an increasing interest among academics, top managers, stakeholders regarding green marketing and its potential to improve environmental performance. Considering the prominence green marketing has risen to in recent decades, it is surprising to note that marketing literature has drawn relatively limited attention to evaluation of green marketing performance at the level of business unit. Therefore, the aim of this article is to investigate methodological background for the evaluation of green marketing performance. Using multi-source data, the authors have found out that it is possible to ground the evaluation of green marketing performance on different methods, criteria and scales used for the evaluation of green marketing. The contribution of the present research focuses on suggesting well-founded guidelines for the evaluation of green marketing performance in a modern organisation. The study suggests evaluating performance of green marketing at strategic, tactical and operational levels.