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- Title
Green marketing philosophy: a study of Spanish firms with ecolabels.
- Authors
Chamorro, Antonio; Bañegil, Tomás M.
- Abstract
The current work attempts to highlight the importance of there being a true corporate commitment towards protecting the environment behind any green communication – i.e., that ecological awareness should be one of the values determining organizational culture. This implies that green marketing should be understood not solely as an activity, but also as a philosophy. In the first part of the article, we discuss the difficulty in measuring the environmental culture of a firm and we propose a series of indicators for this purpose. In the second part, we apply these indicators to the Spanish industrial firms that have at least one ecolabelled product, with a view to deciding whether ecolabels are used as simple sales pitch or, in contrast, there really exists a company behind them with a true environmental culture. Copyright © 2005 John Wiley & Sons, Ltd and ERP Environment.
- Subjects
SPAIN; GREEN marketing; ENVIRONMENTAL protection; ECO-labeling; CORPORATE culture; BUSINESS enterprises; ENVIRONMENTAL management; ENERGY labeling; CONSUMER goods
- Publication
Corporate Social Responsibility & Environmental Management, 2006, Vol 13, Issue 1, p11
- ISSN
1535-3958
- Publication type
Article
- DOI
10.1002/csr.83