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Title: Antecedents and consequences of enviro-marketing strategy
Author: Leonidou, Constantinos
Awarding Body: University of Leeds
Current Institution: University of Leeds
Date of Award: 2009
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Marketing theory has long ignored the influence of the natural environment in marketing strategy and its consequent performance. However, recent pressures by consumers, government regulators, and other stakeholders have been responsible for companies examining the potential of adopting a more environmentally-friendly approach in their marketing activities. In order to address this phenomenon, a growing body of literature has emerged over the years with the aim of understanding the nature of the link between organisations, strategy, marketing and the natural environment. Even though valuable knowledge has been built up, very little research has examined the driving forces and performance outcomes of incorporating environmental issues into marketing strategies. As a result, marketing managers today lack a clear framework that could guide them in effectively transforming their good environmental intentions into profitable business opportunities. Against this backdrop, this thesis examined the concept of enviro-marketing strategy, which reflects the integration of environmental concerns into the firm's marketing strategy. Drawing on the Industrial Organisation theory and the Structure-Conduct-Performance paradigm, a comprehensive model of antecedents and consequences of an enviro-marketing strategy was developed. This model incorporated a number of hypotheses pertaining to: (a) the external and internal structural factors influencing the firm to adopt environmentally-friendly marketing strategies; (b) the ultimate impact of such strategies on marketing performance; and (c) the moderating role of environmental marketing strategy proactiveness on the achievement of superior marketing performance. By implementing a longitudinal study design and a large-scale mail survey, the model was empirically tested among a sample of 183 UK industrial producers. Using structural equation modelling, it was revealed that managers' perceptions of high market attractiveness and dynamism lead to higher adoption of environmental marketing strategies, while perceptions of high competitive intensity were not found to be significantly related. Similarly, the personal environmental sensitivity of managers, together with the existence of specialised environmental procedures and high cross-functional coordination, were found to be instrumental in the adoption of green marketing strategies. With regard to performance, the results indicate that past financial performance is essential for organisations to embark on environmental marketing strategies. However, their implementation produces higher performance results for organisations one year later. Importantly, it was demonstrated that this is particularly true when environmental marketing strategies are implemented on a pro active, rather than a reactive, basis. These results have important implications for practitioners, policy-makers, and marketing educators in dealing with environmental issues in an effective way. Finally, several limitations derived from the study are considered, along with directions for future research on the subject.
Supervisor: Not available Sponsor: Not available
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral
EThOS ID:  DOI: Not available