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Business Strategy and the Environment Bus. Strat. Env.

18, 223239 (2009) Published online 2 April 2007 in Wiley InterScience (www.interscience.wiley.com) DOI: 10.1002/bse.571

Characteristics of Research on Green Marketing


Antonio Chamorro,1* Sergio Rubio2 and Francisco J. Miranda1
1

Facultad de Ciencias Econmicas y Empresariales, University of Extremadura, Spain 2 Escuela de Ingenieras Industriales, University of Extremadura, Spain

ABSTRACT This paper aims to describe and analyze the main characteristics of articles on green marketing published in the most relevant journals within the period 19932003, in order to determine the evolution of this current issue of research over recent years and improve our understanding of this subject. We built up a database with 112 articles on green marketing and we have explored the topic, the methodology and the techniques of analysis, as well as other relevant aspects of the research. In order to complete this analysis, we made a review of articles published in two journals specializing in environmental management: BSE and CSREM. In this way, this paper offers practical help to those who are beginning research on this topic because the results will help us to determine what still needs to be investigated in this topic and hence propose a research agenda for the coming years. Copyright 2007 John Wiley & Sons, Ltd and ERP Environment.
Received 14 February 2006; revised 27 December 2006; accepted 15 January 2007 Keywords: green marketing; environmental marketing; ecological marketing; green consumer; green communication; recycling behaviors; macromarketing

Introduction
deteriorating environment that has developed in recent decades. Marketing researchers have found a new line of research that has been given various labels, such as ecological marketing (Fisk, 1974; Henion and Kinnear, 1976), green marketing (Ottman, 1993; Smith, 1998), greener marketing (Charter, 1992), environmental marketing (Coddington, 1992; Peattie, 1995), enviropreneurial marketing (Menon and Menon, 1997) or sustainable marketing (van Dam and Apeldoorn, 1996; Fuller, 1999). Although some authors distinguish these labels conceptually (see, for example, Van Dam and Apeldoorn, 1996) they are normally considered synonymous terms referring to the same eld of study: the analysis of how marketing activities impact on the environment and how the environmental variable can be incorporated into the various decisions of corporate marketing. In the present article we employ the most commonly used of these terms: green marketing. From the 1970s some researchers mainly in the US began to develop marketing with an environmental perspective (Kassarjian, 1971; Zikmund and Stanton, 1971; Henion, 1972; Fisk, 1974; Kinnear and Taylor, 1973; Kangun, 1974; Kinnear et al., 1974; Henion and Kinnear, 1976; Perry, 1976; Shapiro, 1978, among others). The starting point can perhaps be traced to the monographic edition of the Journal of Marketing of 1971. The majority
* Correspondence to: Antonio Chamorro, Facultad Ciencias Econmicas y Empresariales, Universidad de Extremadura, Avd. Elvas s/n 06071 Badajoz, Spain. E-mail: chamorro@unex.es
Copyright 2007 John Wiley & Sons, Ltd and ERP Environment

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of these early works centered on the study of the relations between environmental concern and behavior (mainly consumers participation in recycling systems) and on the characterization of the green consumer. Since then, research on green marketing has mirrored the various waves of social concern about the environment (Banerjee and Mckeage, 1994; Laroche et al., 1996; Stanley et al., 1996; Crane, 2000). As this concern began to waver in the late 1970s largely as a result of the economic crisis, academic contributions to this new branch of marketing similarly declined. The eruption of a second ecological movement in the late 1980s and early 1990s led to another boom in research, which spread to other Anglo-Saxon countries and the rest of continental Europe. This situation is reected in the publication of various books specializing in the topic (Peattie, 1992; Coddington, 1992; Ottman, 1993; Polonsky and Mintu-Winsatt, 1995; Mintu-Winsatt and Lozada, 1996; Charter and Polonsky, 1999), as well as monographic editions of various academic journals, such as the Journal of Public Policy and Marketing in 1991. In this new period, researchers focused on a range of issues wider than those considered previously (Kilbourne and Beckmann, 1998). The aim of this article is to analyze the main characteristics of research on green marketing in the period 19932003, observing what work has been done, and how, where and by whom it has been carried out. Answering these questions will not only help us better to understand the current situation, it will also allow us to determine what still needs to be done in terms of research in the area and hence formulate a research agenda for the coming years. We believe that this will be of great value to academics starting to research the topic, as well as indeed to marketing professionals who wish to incorporate environmental aspects into their work. The rest of the article is structured as follows: rst, we describe the methodology that we have followed to build the database of articles to be analyzed; second, we present the main general results of the study, as well as the specic results for each research subtopic; then we make an additional analysis of articles on green marketing published in BSE and CSREM and we end the work with our conclusions and nal reections.

Research Methodology
The idea of tackling a bibliographical analysis of this size is ambitious and had to be limited if the objectives we had set ourselves were not to be compromised by the amount and diversity of the data available. For this reason, the rst step was to choose a group of scientic journals likely to include work in the eld of green marketing. Given the large number of journals available, we referred to the list of journals of the Journal Citation Reports Social Sciences Edition (JCR), 2003, in the category Business, as this category includes journals specializing in marketing. The JCR list resulted in 57 publications, to which we added others classied as internationally prestigious by Cervio et al. (2001) and the journals used by Kilbourne and Beckmann (1998). In total, we created a database of 72 journals. The second step was to identify the articles whose main topic was related to green marketing. In this respect, we were interested in articles analyzing green marketing from both the micromarketing and the macromarketing perspectives. In the rst case, green marketing is understood as a management function that analyses how to incorporate the environmental factor into the rms commercial decisions and policies. In contrast, under the second perspective it is understood as the study of the environmental effects of the traditional marketing activities and their social, economic and political implications. However, delimiting both concepts and deciding which articles can be considered to focus on green marketing is extremely difcult, due to the existence of related areas investigating issues of interest to the researcher on green marketing but from other orientations: operations management, marketing ethics, ethics of consumption, corporate social responsibility, sustainable consumption, consumer economics and policy, socially responsible investing, materialism etc. To carry out this identication, we made a bibliographic search using the following keywords: green marketing, ecological marketing, environmental marketing, sustainable marketing, green product, green communication, green consumer and ecological consumer. Subsequently, we had to extend the process in two dimensions. First, we included the search consumer AND recycling, since we became aware of the existence of articles analyzing consumers behavior with regard to recycling and waste that had not shown up with the initial keywords. Second, we examined the bibliography of each of the articles identied in the initial search, in order to reduce the likelihood of omitting a signicant number of articles on the topic.
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Next, each of the articles obtained was carefully analyzed to conrm that it did indeed focus on green marketing. This analysis was carried out separately by each author, resulting in disagreements in about 7.57% of the cases. In these cases, we debated the various options and then came to an agreement. We also eliminated introductions, editorials and book reviews from the selection of articles these are common in some of the journals analyzed and cannot be classed as published articles. In this way, we eventually obtained 112 published articles from 22 general journals (Table 1 and appendix). The third step was to analyze each article using a data collection sheet in order to gather information relating to the topic of research within which the article was framed, the type of study, the methodology followed, the analytical techniques employed and the number of authors and their origin, among other questions. To determine the main research topics currently of interest in the eld of green marketing, we considered it advisable to adopt the following procedure: each author separately identied the main theme of each article as a function of previously agreed criteria, by analyzing the title, abstract, keywords and main body of the article. We then analyzed the various topics together and observed a certain homogeneity among some of them, so we grouped them into ve subtopics of green marketing: concept and strategies, green communication, green consumer, recycling behaviors and macromarketing. The majority of articles were unequivocally classied into one of these ve topics. However, 4.7% of them were either considered doubtful or alternatively the team members disagreed about their classication. In these cases, we analyzed the articles again and discussed and then agreed their most appropriate classication. The topic green consumer includes articles that investigate environmentally friendly consumer behaviors, concerns, intentions or attitudes. Some of these identify the demographic, psychological and behavioral proles of consumers who are willing to pay more for environmentally friendly products. We excluded work analyzing individuals behaviors and attitudes with respect to waste and recycling from this topic, which were included instead in a separate topic labeled recycling behaviors. This separation is justied by the different utility of the two types of research. The rst is mainly of interest for corporate marketing, while the second is also important for the design of public policy. The topic macromarketing includes papers that address green marketing from a macro perspective, analyzing the implications of the relations between marketing and its environmental impacts. They deal with issues such as the dominant social paradigm (DSP) of western industrial societies, the morality of marketing, individuals materialistic and ecological values, consumerism etc. In the topic concept and strategies we include articles that dene green marketing, and how, why or what are the consequences of introducing environmental aspects into the rms general marketing strategy or into the different strategies of the marketing mix. However, in view of its growing importance, we have created a specic topic (green communication) for articles analyzing the environmental factor in communication policy.

General Results of Research


Analysis of the years the articles were published shows that research on green marketing has gone through two clearly distinct stages in the period under analysis (Figure 1). We can see that it reached its peak during the 1990s, with an average of 13 articles per year and the publication of various specic volumes dedicated to the topic, such as Volume 20 of Advances in Consumer Research (1993), Volume 24/2 of Journal of Advertising (1995) and Volume 14/6 of Journal of Marketing Management (1998). However, this initial interest appears to drop off after the year 2000, with a drastic and signicant decline in the number of articles published. This fact can be justied by the growing importance of the most general research on social corporate responsibility, including the social dimension in addition to the ecological dimension. A total of 26.13% of the articles under analysis are exclusively theoretical in content, while 72.96% are empirical research. The most commonly used data collection technique is the survey, employed in 62.83% of the studies working with primary data. Fewer studies make use of a laboratory experiment to analyze individuals reactions to different stimulus materials (14.10%), observation by means of content analysis (10.26%) or personal interviews (6.41%). It is also interesting that, although a majority of the empirical studies have as geographical scope the national level or lower, some 10.98% obtain data from two or more countries.
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Total

Green communication 5 0 0 0 2 0 0 6 2 2 2 2 2 1 1 0 2 0 0 0 1 1 29 3.45% 0.00% 6.90% 0.00% 0.00% 0.00% 3.45% 3.45% 100.00% 0 2 2 2 0 0 0 0 30 0.00% 6.67% 6.67% 6.67% 0.00% 0.00% 0.00% 0.00% 100.00% 1 0 0 3 0 0 0 0 13 7.69% 0.00% 0.00% 23.08% 0.00% 0.00% 0.00% 0.00% 100.00% 0.00% 20.69% 6.90% 6.90% 6.90% 6.90% 6.90% 3.45% 1 1 0 5 0 7 3 0 3.33% 3.33% 0.00% 16.67% 0.00% 23.33% 10.00% 0.00% 0 0 0 1 0 0 3 0 0.00% 0.00% 0.00% 7.69% 0.00% 0.00% 23.08% 0.00% 0 0 1 0 0 0 5 0 5 0 2 2 0 0 0 0 19 0.00% 0.00% 5.26% 0.00% 0.00% 0.00% 26.32% 0.00% 26.32% 0.00% 10.53% 10.53% 0.00% 0.00% 0.00% 0.00% 100.00% 17.24% 0.00% 0.00% 0.00% 6.90% 0.00% 5 0 2 0 0 0 16.67% 0.00% 6.67% 0.00% 0.00% 0.00% 4 0 0 0 0 1 30.77% 0.00% 0.00% 0.00% 0.00% 7.69% 4 0 0 0 0 0 21.05% 0.00% 0.00% 0.00% 0.00% 0.00% 0 1 2 1 0 0 0 0 1 1 0 3 0 0 1 1 5 0 2 1 2 0 21

Green consumer

Recycling behaviors

Macromarketing

Concept and 0strategies 0.00% 4.76% 9.52% 4.76% 0.00% 0.00% 0.00% 0.00% 4.76% 4.76% 0.00% 14.29% 0.00% 0.00% 4.76% 4.76% 23.81% 0.00% 9.52% 4.76% 9.52% 0.00% 100.00%

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18 1 4 1 2 1 1 7 4 9 2 12 13 1 8 3 11 7 2 1 3 1 112

Advances in Consumer Research British Journal of Management European Journal of Marketing Industrial Marketing Management International Journal of Advertising International Journal of Research in Marketing International Marketing Review Journal of Advertising Journal of Business Ethics Journal of Business Research Journal of Consumer Affairs Journal of Consumer Marketing Journal of Consumer Policy Journal of Current Issues and Research in Advertising Journal of Macromarketing Journal of Marketing Journal of Marketing Management Journal of Public Policy and Marketing Journal of Strategic Marketing Journal of the Market Research Society Long Range Planning Public Relations Review Total

Bus. Strat. Env. 18, 223239 (2009) DOI: 10.1002/bse

Table 1. List of journals and research topic

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16 14 12 10 8 6 4 2 1993 0 1994 1995 1996 1997

1998

1999

2000

2001

2002

Figure 1. Evolution of number of articles over time

% of articles using each statistical technique Green consumer Analysis of co-variance Analysis of variance Conjoint analysis Correlations Qualitative analysis Descriptive analysis Discriminant analysis Factor analysis Regression models Structural equation models 9.38% 9.38% 9.38% 21.88% 9.38% 56.25% 28.13% 12.50% Recycling behaviors 50.00% 33.33% 58.33% Green communication 28.57% 10.71% 35.71% 10.71% 10.71% Concept and strategies 20.00% 40.00% 20.00% 20.00% Macromarketing 20.00% 40.00% 20.00% 20.00% 20.00% Total

2003

7.32% 14.63% 3.66% 13.41% 12.20% 17.07% 3.66% 35.37% 19.51% 17.07%

Table 2. Main statistical techniques used in empirical studies Some articles use two or more statistical techniques.

With regard to the data treatment techniques, we nd that the empirical studies on green marketing have made use of very diverse statistical techniques (Table 2). Even so, factor analysis is the most widely used technique (35.37%), followed by regression and structural equation models (19.51 and 17.07%, respectively) and descriptive analyses (17.07%). As far as the number of authors of each work is concerned, we observe that collaboration between researchers is predominant, insofar as 70.23% of the articles are authored by two or more researchers. Specically, 33.33% of the articles are signed by two authors, 24.32% by three and 12.61% by four or more authors. When studying the origin of the authors,1 we nd a predominance of authors from Anglo-Saxon countries, especially the United States. A total of 47.74% of the articles are signed exclusively by one or various researchers from the US, while 8.10% are from the United Kingdom and 5.40% from Canada. Among continental European countries, research on green marketing has been of most interest in Denmark (with 7.20% of the articles),
1

For this study, the origin of the authors is the country of the university or research centre that appears in the afliation. Bus. Strat. Env. 18, 223239 (2009) DOI: 10.1002/bse

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Author Thogersen, John Kangun, Norman Grove, Stephen J. Polonsky, Michael J. Banerjee, Bobby Crane, Andrew Kilbourne, William E. McCarty, John A. Shrum, L. J.

Articles 7 6 5 5 4 4 4 4 4

University Aarhus School of Business (Denmark) University of Texas (USA) and Clemson University (USA) Clemson University (USA) University of Newcastle (Australia) University of Massachusetts (USA) and University of Wollongong (Australia) Cardiff University (UK) Sam Houston State University (USA) University of Illinois, George Mason University and American University (USA) Rutgers University (USA)

Table 3. Main authors in green marketing

Germany (3.60%) and Holland (2.70%), according to the results of our research. Moreover, 16.21% of the articles are authored by researchers from two or more countries, and in 66.66% of these cases one of the authors is from the US. We nd that 89.19% of the articles are signed exclusively by members of the academic community, while only 1.80% is the work of researchers with no university links. The remaining 9.01% are collaborations between representatives of universities and rms. The most prolic authors in green marketing are reported in Table 3.

Results by Research Topic


We nd that the topics of most interest are green consumer (27.03% of the total) and green communication (25.22%). Fewer articles have been published on the other three topics: concept and strategies (18.92%), macromarketing (17.12%) and recycling behaviors (11.71%). In Table 4, we classify the 111 articles by topic and type of research. Analysis of each topic separately provides some results of interest, which we shall now discuss. Taking into account the general trend of the research on green marketing, which we have discussed in the previous section, we can say that interest in the topic green consumer has remained constant throughout the period analyzed. In addition, the number of authors that have published on this topic is very diverse, although more than 56% of these articles appear in only three journals: Journal of Consumer Marketing, Advances in Consumer Research and Journal of Business Research (Table 1). The articles published on this topic are overwhelmingly empirical (96.66%) and they are mainly the result of collaboration between various authors. In this respect, only about 20% of the articles are signed by a single author. With regard to the statistical techniques used, we note that 27.59% use regression models and that in more than half of the empirical studies factor analysis is employed, either exclusively or in addition to another technique (Table 2). It is also interesting to note that only one article (Drumwright, 1994) analyses rms purchasing behavior. All other articles have the end consumer as their unit of analysis. In these cases, the geographical scope most used to obtain the sample of individuals is a single city. This occurs in 42.86% of the studies that indicate where the sample is obtained, while 28.57% of the studies are at the national level and 10.71% work with samples obtained from two countries. On the other hand, studies classied under the topic green communication have been published in 13 different journals, but with a preference for Advances in Consumer Research and Journal of Advertising (Table 1). We should note that 92.86% of the studies are empirical and a more detailed analysis of their content reveals that a large majority of them (85.71%) can be classied into two subtopics. (a) Anatomy of green ads. The articles included here have the main aim of evaluating rms use of green claims. With this objective, the authors classify the claims and obtain their data by means of content analysis, to
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Topic Empirical work Green consumer

Type of research Theoretical work Dembkowki and Hanmer-Lloyd (1994).

Recycling behaviors

Green communication

Macromarketing

Bohlen et al. (1993); Golden et al. (1993); Pickett et al. (1993); Scherhorn (1993); Shamdasani et al. (1993); Sriram and Forman (1993); Drumwright (1994); Ellen (1994); Zimmer et al. (1994); Bei and Simpson (1995); Shrum et al. (1995); Bech-Larsen (1996); Laroche et al. (1996); Roberts (1996); Schlegelmilch et al. (1996); Stanley et al. (1996); Minton and Rose (1997); Osterhus (1997); Roberts and Bacon (1997); Kalafatis et al. (1999); Straughan and Roberts (1999); Thogersen (1999); Vlosky et al. (1999); Chan and Lau (2000); Ewing and Sarigll (2000); Follows and Jobber (2000); Laroche et al. (2001); Squires et al. (2001); Rowlands et al. (2002). Jackson et al. (1993); McCarty and Shrum (1993); Pelton et al. (1993); McCarty and Shrum (1994); Thogersen (1994); Dahab et al. (1995); Taylor and Todd (1995); Aberg et al. (1996); Thogersen and Grunert-Beckmann (1997); Biswas et al. (2000); McCarty and Shrum (2001); Thogersen (2003). Carlson et al. (1993); Davis (1993); Iyer and Banerjee (1993); Mayer et al. (1993); Davis (1994); Davis (1994b); Iyer et al. (1994); Banerjee et al. (1995); Morris et al. (1995); Obermiller (1995); Scammon and Mayer (1995); Schuhwork and Lefkoff (1995); Thorson et al. (1995); Carlson et al. (1996a); Carlson et al. (1996b); Stafford et al. (1996); Tilson (1996); Azzone et al. (1997); Lord and Putrevu (1998); Mohr et al. (1998); Polonskyt al. (1998); Chan (2000); Imkamp (2000); Madrigal (2000); Mathur and Mathur (2000); McDonagh (1998); Thogersen (2000). Banerjee and Mckeage (1994); GrunertBeckmann et al. (1997); Pieters et al. (1998); Neuner (2000); Dobscha and Ozanne (2001).

Thogersen (1994).

Kilbourne (1995); Kangun and Polonsky (1995).

Concept and strategies

Wong et al. (1996); Crane (1997); Crane (1998); Johri and Sahasakmontri (1998); Langerak et al. (1998); Polonsky and Ottman (1998); Walker and Hanson (1998); Crane (2009; Karna et al. (2003); Pujari et al. (2003).

Dobscha (1993); Joy and Auchinachie (1994); lander and Thogersen (1995); van Dam and Apeldoorn (1996); Hansen and Schrader (1997); Kilbourne et al. (1997); Fisk (1998); Kilbourne (1998); Fitchett and Prothero (1999); Stern (1999); Crane (2000); Prothero and Fitchett (2000); Oyewole (2001); Dolan (2002). McDaniel and Rylander (1993); Ilinitch and Schaltegger (1995); Mendleson and Polonsky (1995); Fuller et al. (1996); Grove et al. (1996); Martinsons et al. (1997); Menon and Menon (1997); Miles et al. (1997); Kilbourne and Beckmann (1998); Peattie (1999); Miles and Covin (2000).

Table 4. Classication of articles by type of research and topic


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Anatomy of green ads Carlson et al. (1993); Iyer and Banerjee (1993); Iyer et al. (1994); Banerjee et al. (1995); Kangun and Polonsky (1995); Scammon and Mayer (1995); Carlson et al. (1996a); Carlson et al. (1996b); Polonsky et al. (1998).

Consumers response to green ads Davis (1993); Mayer et al. (1993); Davis (1994a); Davis (1994b); Morris et al. (1995); Obermiller (1995); Schuhwork and Lefkoff (1995); Thorson et al. (1995); Stafford et al. (1996); Mohr et al. (1998); Lord and Putrevu (1998); Chan (2000); Imkamp (2000); Madrigal (2000); Thogersen (2000).

Others Kilbourne (1995); Tilson (1996); Azzone et al. (1997); McDonagh (1998); Mathur and Mathur (2000).

Table 5. Research subtopics in green communication

subsequently carry out a series of descriptive analyses of the situation. This was an attractive research topic in the rst half of the period under analysis, but disappeared from the research agenda of green marketing after 1998. This subtopic represents 32.14% of the articles dedicated to green communication (Table 5). (b) Consumers response to green ads. These studies analyze the efcacy of different green advertising appeals and consumers attitudes, comprehension, skepticism or credibility in their regard. They represent 53.57% of the topic green communication and are all empirical in nature. However, two-thirds use experiments to collect data and the other one-third use surveys. As far as the statistical treatment of the data is concerned, we nd many differences between the studies, although the most commonly used techniques are analysis of variance and structural equation modeling (Table 2). We note that the importance of recycling behaviors to researchers has declined over time. More than 60% of the articles on this topic were published in the rst three years analyzed (19931995), although three new studies did appear from the year 2000. Moreover, the articles were published in very few journals, with a preference for Advances in Consumer Research, Journal of Consumer Policy and Journal of Public Policy and Marketing. With one exception, all the studies in this topic are empirical: the authors test statistical models using structural equations or regressions. In 50% of these cases the authors also employ factor analysis. The articles included in the topic macromarketing are mainly theoretical studies (73.68%), with one author being responsible in almost half the cases. Only six of the selected journals published articles on this topic: the Journal of Macromarketing, Journal of Consumer Policy and Advances in Consumer Research were the most assiduous. We also note that this topic has been gaining in importance over time: 73.68% of the articles were published from 1997 onwards. This nding conrms the trend already observed by Kilbourne and Beckmann in 1998. Moreover, we should note that researchers interested in this topic can nd additional relevant articles in the journals analyzed that have not however been included in our study, as their principal focus was considered to be related disciplines rather than marketing. In this respect, we should remember that the issues studied in macromarketing tend to be interdisciplinary. Finally, the articles on the topic concept and strategies are spread evenly throughout the period studied. The articles are very diverse in terms of both their object of study and their methodological characteristics. Half of the studies are theoretical and half empirical. Half of the latter carry out commercial research using surveys or personal interviews and the other half use case studies. With regard to the specic themes studied, we note that there are very few articles that analyze green product policy or distribution channels for green products. Specically, we nd only one article analyzing distribution problems in detail (Fuller et al., 1996) and three that study environmental new product development processes (Ilinitch and Schaltegger, 1995; Polonsky and Ottman, 1998; Pujari et al., 2003). We should note, however, that this latter topic is on the borderline between marketing and operations management, so the interested researcher can nd other relevant articles in journals focusing more on management.
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An Analysis of Articles Published in BSE and CSREM


In order to complete our study we have considered it necessary to include an analysis of the research on green marketing in specialized journals in environmental management such as Business Strategy and the Environment (BSE) and Corporate Social Responsibility and Environmental Management (CSREM, previously Eco-Management and Auditing). In this case the period of analysis has been 19962003 and we have obtained 48 articles, 29 in BSE and 19 in CSREM (see Figure 2 and appendix). The results reect signicant differences with respect to our previous analysis, rst because the number of articles published is increasing during this period, particularly in BSE, and second because this tendency seems to be maintained to the present time, because of the publication of a monograph on green marketing in 2006 in BSE. With regard to the type of study, the percentage of empirical articles is just 62.5% (72.96% in the previous analysis). Moreover, the analysis techniques employed are very simple, basically descriptive analysis (72.41%) and qualitative analysis (20.69%). As far as the origin of authors is concerned, we observe that European authors are a majority, especially the authors afliated to institutions of the United Kingdom (35.42%). In addition, we nd a signicant percentage of papers authored by professionals in the business and industrial world (18.75%), greater than in our previous analysis (10.81%). Collaboration between researchers is predominant, since 56.25% of the works have two or more authors. Finally, around 73% of articles on green marketing published in BSE and CSREM can be included in the topic green communication (Table 6), and are basically focused on environmental or sustainability reporting through a content analysis, a subject that has not been considered in our earlier analysis.

Conclusions and Future Research Agenda


In this work we have examined the evolution of the research on green marketing in the past decade by analyzing the articles published in the main international journals. Our main objective has been to analyze the evolution of the research on this topic and its methodological characteristics in order to allow us to observe the path followed up to the present time, describe the current state in this area and provide ideas about where it may proceed in the future.

8 7 6 5 4 3 2 1 0 1996 1997 1998 1999 2000 2001 2002 2003 BSE CSREM

Figure 2. Evolution of number of articles over time (BSE and CSREM)


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Topic Empirical work Green consumer Green communication

Type of research Theoretical work Dembkowski (1998), Peattie (2001) Clausen (1996), Rikhardsson (1996), Maltby (1997), Palmer and van der Vorst (1997), Kolk (1999), Isenmann and Lenz (2001), Synnestvedt (2001), Wheeler and Elkington (2001), Burritt (2002), Cerin (2002), Isenmann and Lenz (2002), de Boer (2003)

Meijkamp (1998), Walley et al. (2000), Rowlands et al. (2003) Azzone et al. (1996), Rikhardsson et al. (1996), Sancassiani (1996), Douglas et al. (1997), Prothero et al. (1997), Herremans et al. (1999), Ball et al. (2000), Belal (2000), Noci (2000), Stray and Ballantine (2000), Kolk et al. (2001), Niskanen and Nieminen (2001), Morhardt et al. (2002), Solomon and Lewis (2002), Andersen (2003), Campbell (2003), Collison et al. (2003), Hedberg and von Malmborg (2003), Kolk (2003), Marshall and Brown (2003), ODwyer (2003), Peck and Sinding (2003), Sinclair and Walton (2003) Tinsley and Melton (1997), Melton and Tinsley (1999), Strachan (1999), Meyer (2001)

Macromarketing Concept and strategies

Welford et al. (1998), Merilinen et al. (2000) Grling and Thgersen (2001), Prakash (2002)

Table 6. Classication of articles by type of research and topic in BS&E and CSR&EM

The ndings of our general study allow us to draw the following conclusions related to the works published in our database (Table 1). We nd that researchers interest in green marketing has declined over the past decade, if we go by the evolution in the number of articles on this topic published in the journals under analysis. This conclusion holds for the subtopics within green marketing, since we note a similar decline in the number of articles published for all but two of the topics. Work on macromarketing has remained steady throughout much of the period under analysis, and there was an increase in the number of articles on the topic concept and strategies until 1998, followed by uneven behavior since then. The topics green consumer and green communication have the largest number of articles published during the period of analysis, with more than 52% of the total number of articles. In turn, recycling behaviors has been of least interest to researchers (11.7%), mainly from 1995, as only ve articles have been published on this topic since then. This contrasts with the other topics, which have seen about three times as many articles published since that year, on average. In any case, the results of this study are similar to the ndings of Kilbourne and Beckmann (1998), insofar as the research was predominantly managerialist in perspective. With regard to the characteristics of the studies analyzed, we can say that approximately 75% of these articles contain some type of empirical analysis. This proportion grows to over 90% for the topics green consumer, recycling behaviors and green communication, while for the remaining two topics (macromarketing and concept and strategies) the proportion of mainly theoretical work is 73.68 and 50%, respectively, in coherence with the characteristics of the themes analyzed in each of these topics, which are fundamentally descriptive, conceptual and strategic. Although the analytical techniques employed for the data treatment are very varied, we note that factor analysis is the main analytical tool in the empirical studies. However, we nd that works on green marketing published in BSE and CSREM are mainly focused on environmental and sustainability reporting, a subject that has not attracted the attention of the rest of the journals included in this paper.
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On the basis of these conclusions, we can make some suggestions about where research on green marketing is likely to lead in the coming years, in the light of the gaps detected here and the current trends in the topic. Studies analyzing the green consumer will continue to be attractive as environmental consciousness evolves over time. The ndings of studies from previous years will not necessarily be valid in the future. New research on this topic should aim to identify possible developments in consumers attitudes, intentions and behaviors. It would be interesting to undertake studies evaluating the keys to success in the process of design for environment and launch strategies, based on previous studies applied to traditional new product development processes. Within the topic green communication, we might mention the following theme as a possible line of future research: analysis of the value of environmental certication and eco-labels. With regard to the topic macromarketing, we agree with Kilbourne and Beckmann (1998) that this is a topic that may develop more in the near future, especially if interdisciplinary research grows. To conclude, we should stress again that our initial intention was to analyze the state of research on green marketing, an ambitious aim interacting with many other elds of research such as business organization, sociology, psychology and environmental sciences. The problems have extensive ramications, and there are various ways of approaching them as well as many aspects to resolve. All of these will have to be analyzed in future work.

Acknowledgements
The authors gratefully acknowledge the nancial support provided by European Regional Development Fund and Consejera de Infraestructuras y Desarrollo Tecnolgico de la Junta de Extremadura in the framework of the Research Project 2PR04C006. We would like to thank the referees for their constructive comments and suggestions.

Appendix
1. ADVANCES IN CONSUMER RESEARCH N 20 (1993) Dobscha S.: Women and the environment: applying ecofeminism to environmentally-related consumption Iyer, E. & Barnerjee, B.: Anatomy of green advertising Jackson, A. L., Olsen, J. E., Granzin, K. L. & Burns A, C.: An investigation of determinants of recycling consumer behavior Mayer, R.N., Scammon, D.L. & Zick, C.D.: Poisoning the well: do environmental claims strain consumer credulity? Shamdasani, P., Chon-Lin, G., Richmond, D: Exploring green consumers in an oriental culture: role of personal and marketing mix factor N 21 (1994) Barnerjee, B. & Mckeage, K.: How green is my value: exploring the relationship between environment and materialism Iyer, E., Barnerjee, B. & Gulas, Ch.: An expose on green television ads Joy, A. & Auchinachie, L.: Paradigms of the self and the environment in consumer behavior and marketing N 22 (1995) Bei, L. & Simpson, E. M.: The determinants of consumers purchase decisions for recycled products: an application of acquisition transaction utility theory Dahab, J.D., Gentry, J. W. & Su W.: New ways to reach non-recyclers: an extension of the model of reasoned action to recycling behaviors Thorson, E., Page, Th. & Moore, J.: Consumer response to four categories of green television commercials N 23 (1996) Golden LL. Frels JK. Vincent VC. de los Santos G.: Ecological information receptivity of hispanic and anglo americans
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Laroche M., Toffoli, R., Kim, C. & Muller, Th.: The inuence of culture on pro-environmental knowledge attitudes and behavior: a Canadian prespective Stanley, L. R., Lasonde, K. M. & Weiss, J.: The relationship between environmental issue involvement and environmentally conscious behavior: an exploratory study Thogersen, J. & Grunert-Beckmann, S. C.: Values and attitude formation towards emerging attitude objects: from recycling to general waste minimizing behavior Fitchett, J.A. & Prothero, A.: Contradictions and opportunities for a green commodity Madrigal, R.: The role of corporate associations in new product evaluation McCarty, J. A. & Shrum, L. J.: A structural equation analysis of the relationships of personal values. Attitudes and beliefs about recycling and the recycling of solid waste products

N 24 (1997) N 26 (1999) N 27 (2000) N 30 (2003)

2. BRITISH JOURNAL OF MANAGEMENT N 7 (1996) Wong, V., Turner, W. & Stoneman, P. 1996. Marketing strategies and market prospects for environmentally friendly consumer products 3. BUSINESS STRATEGY AND THE ENVIRONMENT Vol 5 (4) (1996) Azzone, G.; Manzini, R. and Noci, G.: Evolutionary trends in environmental reporting Rikhardsson, P.M.: Development in Danish environmental reporting Vol 6 (2) (1997) Douglas J. L.; Bynum, D.; Campbell, E. and Jacques, M.: The 100 plus corporate environmental report study: A survey of an evolving environmental management tool Maltby, J: Setting its own standards and meeting those standards: voluntarism versus regulation in environmental reporting Prothero, A.; Peattie, K. and McDonag, P.: Communicating greener strategies: a study of on-pack communication Vol 7 (4) (1998) Meijkamp, R.: Changing consumer behaviour through eco-efcient services: an empirical study of car sharing in the Netherlands Vol 8 (4) (1999) Kolk, A. (1999): Evaluating corporate environmental reporting Vol 9 (1) (2000) Ball, A.; Owen, D.L. and Gray, R.: External transparency or internal capture? The role of third-party statement in adding value to corporate environmental reports Vol 9 (3) (2000) Merilinen, S.; Moisander, J. and Pesonen, S.: The masculine mindset of environmental management and green marketing Vol 9 (4) (2000) Noci, G.: Environmental reporting in Italy: current practice and future developments Vol 9 (6) (2000) Walley, K.; Custance, P. and Parsons, S.: UK consumer attitudes concerning environmental issues impacting the agrifood industry Vol 10 (1) (2001) Grling, A. and Thgersen J.: Marketing of electric vehicles Niskanen, J. and Nieminen, T.: The objectivity of corporate environmental reporting: a study of Finnish listed rms environmental disclosures Wheeler, D. & Elkington, J.: The end of the corporate environmental report? Or the advent of cybernetic sustainability reporting and communication Kolk, A.; Walhain, S. and van de Wateringen, S.: Environmental reporting by the Fortune Global 250: exploring the inuence of nationality and sector Vol 10 (4) (2001) Peattie, K.: Golden goose or wild goose? The hunt for the green consumer Vol 10 (5) (2001) Meyer, A.: Whats in it for the customers? Successfully marketing green clothes Vol 11 (3) (2002) Isenmann, R. & Lenz, Ch.: Internet use for corporate environmental reporting: current challenges technical benets practical guidance Solomon, A. & Lewis, L.: Incentives and disincentives for corporate environmental disclosure Vol 11 (4) (2002) Prakash, A.: Green marketing, public policy and managerial strategies Vol 11 (6) (2002) Burritt, R.L.: Environmental reporting in Australia: current practices and issues for the future Vol 12 (1) (2003) Rowlands, I.H.; Scott, D. and Parker, P.: Consumers and green electricity: proling potential purchasers Vol 12 (2) (2003) Marshall, R.S. and Brown, D.: Corporate environmental reporting: whats in a metric? Vol 12 (3) (2003) Peck, Ph. and Sinding, K.: Environmental and social disclosure and data richness in the mining industry Vol 12 (4) (2003) de Boer, J.: Sustainability labelling schemes: the logic of their claims and their functions for stakeholders Vol 12 (5) (2003) Sinclair, P. and Julia Walton, J.: Environmental reporting within the forest and paper industry Kolk, A.: Trends in sustainability reporting by the Fortune Global 250 Vol 12 (6) (2003) Campbell, D.: Intra- and intersectoral effects in environmental disclosures: evidence for legitimacy theory? Andersen, O.: Environmental reporting and transport the case of a public transport company

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4. CORPORATE SOCIAL RESPONSIBILITY & ENVIRONMENTAL MANAGEMENT Vol 9 (1) (2002) Cerin, P.: Communication in corporate environmental reports Vol 9 (4) (2002) Morhardt, J. E, Baird, S & Freeman, K.: Scoring corporate environmental and sustainability reports using GRI 2000, ISO 14031 and other criteria Vol 10 (2) (2003) ODwyer, B.: The ponderous evolution of corporate environmental reporting in Ireland. Recent evidence from publicly listed companies Vol 10 (3) (2003) Hedberg, C. & von Malmborg, F.: The Global Reporting Initiative and corporate sustainability reporting in Swedish companies Vol 10 (4) (2003) Collison, D., Lorraine, N. & Power, D.: An exploration of corporate attitudes to the signicance of environmental information for stakeholders 5. ECO MANAGEMENT & AUDITING Vol 3 (1) (1996) Clausen, J.: Environmental reporting and the emas statement in Germany Vol 3 (2) (1996) Sancassiani, W.: Getting the message across: A proactive environmental communication strategy Dow Europe P.M. Rikhardsson, J.P. Ulhi & H. Madsen: Environemental reporting in Denmark: An empirical study Vol 4 (2) (1997) Palmer, J. & van der Vorst , R.: New recipe green reporting for small and medium-size enterprises Vol 4 (3) (1997) Tinsley, S. J. & Melton, K.: Sustainable development and its effect on the marketing planning process Vol 5 (1) (1998) Welford, R, Young, W & Ytterhus, B.: Towards sustainable production and consumption: A literature review and conceptual framework for the service sector Vol 5 (2) (1998) Dembkowski, S.: The environmental value-attitude-system model understanding the divergence between stated environmental consciousness and overt consumer behaviour Vol 6 (1) (1999) Strachan, P. A.: Is the Eco-Management and Audit Scheme (EMAS) Regulation an effective strategic marketing tool for implementing industrial organisations? Vol 6 (2) (1999) Melton, K. M. & Tinsley, S.: Outlook for greener marketing: Unsettled and cyclonic Vol 6 (4) (1999) Herremans, I. M., Welsh, C., Kane, D. & Bott, R.: How an environmental report can help a company learn about its own environmental performance Vol 7 (3) (2000) Ataur Rahman Belal, A. R.: Environmental reporting in developing countries: empirical evidence from Bangladesh Vol 7 (4) (2000) Stray, S. & Ballantine, J.: A sectoral comparison of corporate environmental reporting and disclosure Vol 8 (2) (2001) Isenmann, R. & Lenz, C.: Customized corporate environmental reporting by internet-based push and pull technologies Vol 8 (3) (2001) Synnestvedt, T.: Debates over environmental information to stakeholders as a policy instrument 6. EUROPEAN JOURNAL OF MARKETING Vol 30 (5) (1996) Grove, S.J., Fisk, R.P., Pickett, G. & Kangun, N.: Going green in the service sector: Social responsibility issues implications and implementation Schlegelmilch, B.B., Bohlen, G.M. & Diamantopoulos, A.: The link between green purchasing decisions and measures of environmental consciousness Vol 34 (5) (2000) Follows, S. B. & Jobber, D.: Environmentally responsible purchase behaviour: a test of a consumer model Vol 37 (5) (2003) Krn J., Hasen E. & Juslin H.: Social responsibility in environmental marketing planning 7. INDUSTRIAL MARKETING MANAGEMENT N 26 (1997) Miles, M. P., Munilla, L. S. & Russell, G. R.: Marketing and environmental registration/certication 8. INTERNATIONAL JOURNAL OF ADVERTISING N 14 (1995) Kangun, N. & Polonsky, M.J.: Regulation of experimental marketing claims: a comparative perspective N 19 (2000) Chan, R.: The Effectiveness of Environmental Advertising: the role of claim type and the source country green image 9. INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING N 11 (1994) Thogersen, J.: A model of recycling behavior with evidence from Danish source separation programmes 10. INTERNATIONAL MARKETING REVIEW Vol 10 (3) (1993) Sriram, V. & Forman, A.M.: The relative importance of products environmental attributes 11. JOURNAL OF ADVERTISING Vol 22 (3) (1993) Carlson, L., Grove, S. J. & Kangun, N.: A content analysis of environmental advertising claims: a matrix method approach

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Barnerjee S., Gulas, C.S. & Iyer, E.: Shades of green: a multidimensional analysis of environmental advertising Kilbourne, W. E.: Green advertising: salvation or oxymoron? Obermiller, C.: The baby is sick/the baby is well: a test of environmental communication appeals Scammon, D. L. & Mayer, R. N. Agency review of environmental marketing claims: case by case decomposition of the issues Schuhwerk M. E. & Lefkoff-Hagius, R.: Green or non-green? Does type of appeal matter when advertising a green product? Shrum, L. J., McCarty, J. A. & Lowrey, T. M. Buyer characteristics of the green consumer and their implications for advertising strategy

12. JOURNAL OF BUSINESS ETHICS N 11 (1994) Davis, J. J.: Good ethics is good for business: ethical attributions and response to environmental advertising N 17 (1998) Polonsky, M. J., Bailey, J., Baker, H., Basche, Ch., Jepson, C. & Neath, L.: Communicating environmental information: Are marketing claims on packaging misleading? N 23 (2000) Miles, M. P. & Covin, J. G.: Environmental marketing: A source of reputational competitive and nancial advantage N 29 (2001) Oyewole, Ph.: Social costs of environmental justice associated with the practice of green marketing 13. JOURNAL OF BUSINESS RESEARCH N 20 (1994) McCarty, J.A. & Shrum, L. J.: The recycling of solid wastes: personal value orientations and attitudes about recycling as antecedents of recycling behavior N 30 (1994) Ellen, P. S.: Do we know what we need to know? Objective and subjective knowledge effects on pro-ecological behaviors Zimmer, M. R., Stafford, Th. & Stafford, M. R.: Green issues: dimensions of environmental concern N 36 (1996) Roberts, J. A.: Green consumer in the 1990s: prole and implications for advertising N 37 (1996) Carlson, L. Grove, S. J., Laczniak, R. N. & Kangun, N.: Does environmental advertising reect integrated marketing communications? An empirical investigation N 40 (1997) Minton, A. P. & Rose, R. L.: The effects of environmental concern on environmentally friendly consumer behaviour: an exploratory study Roberts, J. A. & Bacon, D. R.: Exploring the subtle relationships between environmental concern and ecological conscious consumer behaviour N 50 (2000) Mathur, L. K. & Mathur, I.: An analysis of the wealth effects of green marketing strategies N 56 (2003) Pujari, D., Wright, G. & Peattie, K.: Green and competitive-Inuences on environmental new product development performance 14. JOURNAL OF CONSUMER AFFAIR Vol 29 (2) (1995) Morris, L. A., Hastak, M. & Mazis, M. B.: Consumer comprehension of environmental advertising and labeling claims Vol 32 (1) (1998) Mohr, L. A., Eroglu, D. & Ellen, P. S.: The development and testing of a measure of skepticism toward environmental claims in marketers communications 15. JOURNAL OF CONSUMER MARKETING Vol 10 (2) (1993) Davis, J. J.: Strategies for environmental advertising Vol 10 (3) (1993) McDaniel, S.W. & Rylander, D.H.: Strategic green marketing Vol 11 (2) (1994) Davis, J. J.: Consumer response to corporate environmental advertising Vol 12 (2) (1995) Mendleson, N. & Polonsky, M. J.: Using strategic alliances to develop credible green marketing Vol 15 (3) (1998) Johri, L. M. & Sahasakmontri, K.: Green marketing of cosmetics and toiletries in Thailand Vol 16 (2) (1999) Vlosky, R.P., Ozanne, L. K. & Fontenot, R. J.: A conceptual model of US consumer willingness-to-pay for environmentally certied wood products Vol 16 (5) (1999) Kalafatis, S. P., Pollard, M., East, R. & Tsogas, M.H.: Green marketing and Ajzens theory of planned behaviour: a cross-market examination Vol 16 (6) (1999) Straughan, R. D. & Roberts, J. A.: Environmental segmentation alternatives: a look at green consumer behaviour in the new millennium Vol 17 (4) (2000) Chan, R. Y. K. & Lau, L. B. Y.: Antecedents of green purchases: a survey in China Vol 18 (5) (2001) Squires, L., Juric, B. & Cornwell, T. B.: Level of market development and intensity of organic food consumption: cross-cultural study of Danish and New Zealand consumers
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Vol 18 (6) (2001) Vol 19 (2) (1993) Laroche, M., Bergeron, J. & Barbaro-Forleo, G.: Targeting consumers who are willing to pay more for environmentally friendly products Rowlands, I. H., Parker, P. & Scott, D.: Consumer perceptions of green power

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16. JOURNAL OF STRATEGIC MARKETING N 7 (1999) Peattie, K.: Trappings versus substance in the greening of marketing planning N 8 (2000) Crane, A.: Facing the backlash: green marketing and strategic reorientation in the 1990s 17. JOURNAL OF THE MARKET RESEARCH SOCIETY Vol 40 (4) (1998) Langerak, F., Peelen, E. & van der Veen, M.: Exploratory results on the antecedents and consequences of green marketing 18. LONG RANGE PLANNING Vol 28 (2) (1995) Ilinitch, A. Y. & Schaltegger, S. C.: Developing a green business portfolio Vol 30 (2) (1997) Martinsons, M. G., So, S.K.K., Tin, C. & Wong, D.: Hong Kong and China: Emerging markets for environmental products and technologies Vol 30 (5) (1997) Azzone, G; Brophy, M., Noci, G., Wilford, R. & Young, W.: A stakeholders view of environmental reporting 19. PUBLIC RELATIONS REVIEW Vol 22 (1) (1996) Tilson, D. J.: Promoting a Greener image of nuclear power in the U.S. and Britain 20. JOURNAL OF CONSUMER POLICY Vol 16 (2) (1993) Scherhorn, G.: Consumersconcern about the environment and its impact on business Vol 17 (1) (1994) Thogersen, J.: Monetary incentives and environmental concern: effects of a differentiated garbage fee Vol 18 (4) (1995) lander, F. & Thogersen, J.: Understanding of consumer behaviour as a prerequisite for environmental protection Vol 19 (1) (1996) Aberg, H., Dahlman, S., Shanahan, H. & Saljo, R.: Towards sound environmental behaviour: exploring household participation in waste management Vol 19 (3) (1996) Bech-Larsen, T.: Danish consumers attitudes to the functional and environmental characteristics of food packaging Vol 20 (1997) Grunert-Beckmann, S. C., Gronhoj, A., Pieters, R. & Van Dam, Y.: The environmental commitment of consumer organizations in Denmark the United Kindom the Netherlands and Belgium Hansen, U. & Schrader, U.: A modern model of consumption for a sustainable society Vol 22 (1999) Stern, P. C.: Information incentives and proenvironmental consumer behavior Thogersen, J.: The ethical consumer. Moral norms and packaging choice Vol 23 (2000) Imkamp, H.: The interest of consumers in ecological product information is growing Neuner, M.: Collective prototyping: a consumer policy strategy to encourage ecological marketing Thogersen, J.: Psychological determinants of paying attention to eco-labels in purchase decisions Vol 26 (2003) Thogersen, J.: Monetary incentives and recycling: behavioural and psychological reactions to a performance-dependent garbage fee 21. JOURNAL OF CURRENT ISSUES AND RESEARCH IN ADVERTISING Vol 28 (1) (1996) Stafford, M. R., Stafford, T.F. & Chowdhury, J.: Predispositions toward green issues: the potencial efcacy of advertising appeals 22. JOURNAL OF MACROMARKETING N 13 (1993) Pelton, L.U., Strutton, D., Barnes, J.H. & True, S. L.: The relationship among referents opportunity rewards and punishments in consumer attitudes toward recycling Spring (1996) Fuller, D., Allen, J. & Glaser, M. Materials Recycling and reverse channel networks: the public policy challenge Fall (1996) van Dam, Y. K. & Apeldoorn, P. A. C.: Sustainable marketing Carlson, L., Grove, S. J., Kangun, N. & Polonsky, M. J.: An international comparison of environmental advertising: sustantive versus associative claims Spring (1997) Kilbourne, W. E., McDonagh, P. & Prothero, A.: Sustainable consumption and the quality of life Vol 20 (1) (2000) Prothero, A. & Fitchett, J.A.: Greening capitalism: opportunities for a green commodity Vol 20 (2) (2000) Crane, A.: Marketing and the natural environment: what role for morality? Vol 22 (2) (2002) Dolan: The sustainability of sustainable consumption

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23. JOURNAL OF MARKETING Vol 58 (3) (1994) Drumwright, M. E.: Socially responsible organizational buying: environmental concern as a noneconomic buying criterion Vol 61 (4) (1997) Menon, Ajay & Menon, Anail.: Enviropreneurial marketing strategy: the emerence of corporate environmentalism as marketing strategy Osterhus, T. L.: Pro-social consumer inuence strategies: when and how do they work? 24. JOURNAL OF MARKETING MANAGEMENT N 9 (1993) Bohlen, G., Schlegelmilch, B. B. & Diamantopoulos, A.: Measuring ecological concern: a multi-construct perspective N 10 (1994) Dembkowski, S. & Hanmer-Lloyd, S.: The environmental value-attitudesystem model: a framework to guide the understanding of environmentallyconscious consumer behaviour N 13 (1997) Crane, A.: The dynamics of marketing ethical products: a cultural perspective N 14 (1998) Kilbourne, W. E.: Green marketing: a theoretical perspective Fisk, G.: Green marketing: mulitiplier for appropriate technology transfer? Crane, A.: Exploring green alliances Kilbourne, W. E. & Beckmann, S.C.: Review and critical assessment of research on marketing and the environment McDonagh, P. Towards a theory of sustainable communication in risk society: relating issues of sustainability to marketing communications Lord, K. R. & Putrevu, S.: Acceptance of recycling appeals: the moderating role of perceived consumer effectiveness Polonsky, M. J. & Ottman, J.: Stakeholders contribution to the green new product development process Walker, R. H. & Hanson, D.J.: Green marketing and green places: a taxonomy for the destination marketer 25. JOURNAL OF PUBLIC POLICY AND MARKETING Vol12 (2) (1993) Pickett, G.M., Kangun, N. & Grove, S. J.: Is there a general conserving consumer? A public policy concern Vol 14 (2) (1995) Taylor, S. & Todd, P.: Understanding household garbage reduction behavior: a test of an integrated model Vol 17 (2) (1998) Pieters, R., Bijimolt, T., van Raaij, F. & de Kruijk, M.: Consumers attributions of proenvironmental behavior motivation and ability to self and others Vol 19 (1) (2000) Biswas, A., Licata, J.W., McKee, D., Pulling, Ch. & Daughtridge, Ch.: The recycling cycle: an empirical examination of consumer waste recycling and recycling shopping behaviors Ewing, G. & Sarigll, E.: Assessing consumer preferences for clean fuel vehicles: a discrete choice experiment Vol 20 (2001) Dobscha, S. & Ozanne, J. L.: An Ecofeminist analysis of environmentally sensitive woman using qualitative methodology: the emancipatory potencial of an ecological life McCarty, J. A. & Shrum, L.J.: The inuence of individualism collectivism and locus of control on environmental belief and behavior

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