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Marketing – Environment Sustainability Alignment: an Exploratory and Propositional Study

Journal of Operations and Supply Chain Management

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Field Value
 
Title Marketing – Environment Sustainability Alignment: an Exploratory and Propositional Study
 
Creator Borella, Margareth Rodrigues de Carvalho; Universidade de Caxias do SUl
Bertolazzi, Marco Aurélio; Universidade de Caxias do Sul
Barcellos, Paulo Fernando Pinto; Universidade de Caxias do Sul
 
Subject Alignment, Marketing, Environment, Sustainability
 
Description The purpose of this paper is to present a model of alignment between marketing and the environment in the sustainable operations context. The model is generated from the literature review of Environmental Marketing and Sustainable Products and Operations. A database is used to test the proposed alignment model. Marketing and environment variables are extracted from the database and are included in the Social Responsibility Ethos Institute's Indicators. The answers correspond to respondents' perceptions of their enterprises social accountability level. As a result, the marketing-environment alignment model is validated, partially. Additionally, the data analysis revealed two groups of enterprises in the sample, according to Kärnä, Hansen and Juslin (2003): (1) the smallest, formed by proactive enterprises with the highest environmental consciousness score, and (2) the largest, formed by reactive and consumption enterprises with the lowest environmental consciousness score.
 
Publisher FGV/EAESP
 
Contributor —
 
Date 2012-07-18
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
—
 
Format application/pdf
 
Identifier http://bibliotecadigital.fgv.br/ojs/index.php/joscm/article/view/9564
10.12660/joscmv1n1p67-78
 
Source Journal of Operations and Supply Chain Management; 2012: Special Issue on Sustainability; 67-78
Journal of Operations and Supply Chain Management; 2012: Special Issue on Sustainability; 67-78
1984-3046
 
Language eng
 
Relation http://bibliotecadigital.fgv.br/ojs/index.php/joscm/article/view/9564/8614