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Corporate environmental marketing: An environmental marketing action model
Author(s) -
Suchard Hazel T.,
Suchard JoAnn C.
Publication year - 1994
Publication title -
business strategy and the environment
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 2.123
H-Index - 105
eISSN - 1099-0836
pISSN - 0964-4733
DOI - 10.1002/bse.3280030303
Subject(s) - marketing , environmental consciousness , action (physics) , business , social marketing , perception , green marketing , marketing management , norm (philosophy) , consciousness , psychology , political science , physics , quantum mechanics , neuroscience , law
Abstract A model of environmental marketing action and success is proposed, which includes a range of variables and examines the relationship between them. Environmental success is partly determined by the level of Environmental Marketing Action which varies between level 0 and level 8 and which directly determines the extent of environmental marketing success. Perceptions of environmental consciousness, the subjective norm and net total risk determine the level of environmental marketing action. Beliefs with regard to stakeholders and events and the motivation to comply with these beliefs combine to form the subjective norm.