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本科毕业设计(论文)
中英文对照翻译
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标题: Green marketing orientation: Conceptualization, scale development and validation
作者:Karolos-Konstantinos, Papadas George, Avlonitis Marylyn Carrigan
期刊: Journal of Business Research,第80期,pp:236-246
年份: 2017
原文
Green marketing orientation: Conceptualization, scale development and validation
Karolos-Konstantinos, Papadas George, Avlonitis Marylyn Carrigan Abstract
As green marketing becomes an essential tool for sustainable business strategy, companies are adopting green marketing practices to achieve better business performance. However, no research has yet operationalized all the organizational facets that are necessary to become a green marketing oriented company. To address this omission, following the literature in measurement theory, this investigation reports a series of 4 studies and develops a scale to capture the holistic approach of green marketing. This study introduces the construct of green marketing orientation, which comprises three dimensions: strategic green marketing orientation, tactical green marketing orientation and internal green marketing orientation. The scale shows internal consistency, reliability, construct validity and nomological validity. Directions for future research and managerial implications of the new construct are discussed.
Keywords: Green marketing, Environmental, Sustainability, Scale development, Transformative marketing, Marketing strategy
1. Introduction
Despite the ubiquity of green/environmental narratives in the marketing literature remarkably few empirical studies guide businesses to integrate and operationalize green marketing in everyday business practice (Fuentes, 2015). Consequently, green marketing fails to achieve its potential for improving the quality of life for consumers, nor benefits the ecosystem (Polonsky, 2011). Past reliance upon economistic logic, technological fixes, eco-innovations and environmental add-ons at the periphery of marketing strate
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