Characteristics of Research on Green Marketing

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Characteristics of Research on Green Marketing

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

1 Facultad de Ciencias Económicas y Empresariales, University of Extremadura, Spain

2 Escuela de Ingenierías Industriales, University of Extremadura, Spain

ABSTRACTThis paper aims to describe and analyze the main characteristics of articles on green mar-keting published in the most relevant journals within the period 1993–2003, in order todetermine the evolution of this current issue of research over recent years and improve ourunderstanding of this subject. We built up a database with 112 articles on green marketingand 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 areview 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 beginningresearch on this topic because the results will help us to determine what still needs tobe 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

THE DISCIPLINE OF MARKETING HAS NOT BEEN IMMUNE FROM THE SOCIAL CONCERN ABOUT THE deteriorating environment that has developed in recent decades. Marketing researchers have found a newline of research that has been given various labels, such as ecological marketing (Fisk, 1974; Henion andKinnear, 1976), green marketing (Ottman, 1993; Smith, 1998), greener marketing (Charter, 1992), environ-

mental marketing (Coddington, 1992; Peattie, 1995), enviropreneurial marketing (Menon and Menon, 1997) or sus-tainable marketing (van Dam and Apeldoorn, 1996; Fuller, 1999). Although some authors distinguish these labelsconceptually (see, for example, Van Dam and Apeldoorn, 1996) they are normally considered synonymous termsreferring to the same field of study: the analysis of how marketing activities impact on the environment and howthe environmental variable can be incorporated into the various decisions of corporate marketing. In the presentarticle 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 environmentalperspective (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). Thestarting point can perhaps be traced to the monographic edition of the Journal of Marketing of 1971. The majority

Copyright © 2007 John Wiley & Sons, Ltd and ERP Environment

Business Strategy and the Environment Bus. Strat. Env. 18, 223–239 (2009)Published online 2 April 2007 in Wiley InterScience(www.interscience.wiley.com)DOI: 10.1002/bse.571

* Correspondence to: Antonio Chamorro, Facultad Ciencias Económicas y Empresariales, Universidad de Extremadura, Avd. Elvas s/n 06071Badajoz, Spain. E-mail: [email protected]



224 A. Chamorro et al .

Copyright © 2007 John Wiley & Sons, Ltd and ERP Environment Bus. Strat. Env. 18, 223–239 (2009)

DOI: 10.1002/bse

of these early works centered on the study of the relations between environmental concern and behavior (mainlyconsumers’ 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 (Banerjeeand Mckeage, 1994; Laroche et al., 1996; Stanley et al., 1996; Crane, 2000). As this concern began to waver inthe 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 anotherboom in research, which spread to other Anglo-Saxon countries and the rest of continental Europe. This situationis reflected 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 wellas 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 (Kilbourneand Beckmann, 1998).

The aim of this article is to analyze the main characteristics of research on green marketing in the period1993–2003, observing what work has been done, and how, where and by whom it has been carried out. Answeringthese questions will not only help us better to understand the current situation, it will also allow us to determinewhat still needs to be done in terms of research in the area and hence formulate a research agenda for the comingyears. 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: first, 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 thespecific results for each research subtopic; then we make an additional analysis of articles on green marketingpublished in BSE and CSREM and we end the work with our conclusions and final reflections.

Research Methodology

The idea of tackling a bibliographical analysis of this size is ambitious and had to be limited if the objectives wehad set ourselves were not to be compromised by the amount and diversity of the data available. For this reason,the first step was to choose a group of scientific journals likely to include work in the field 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 market-ing. The JCR list resulted in 57 publications, to which we added others classified as internationally prestigious byCerviño 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 thisrespect, we were interested in articles analyzing green marketing from both the micromarketing and the macro-marketing perspectives. In the first case, green marketing is understood as a management function that analyseshow to incorporate the environmental factor into the firm’s commercial decisions and policies. In contrast, underthe second perspective it is understood as the study of the environmental effects of the traditional marketingactivities and their social, economic and political implications.

However, delimiting both concepts and deciding which articles can be considered to focus on green marketingis extremely difficult, 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, corpo-rate social responsibility, sustainable consumption, consumer economics and policy, socially responsible investing,materialism etc.

To carry out this identification, we made a bibliographic search using the following keywords: green marketing, ecological marketing, environmental marketing, sustainable marketing, green product, green communication, green con-sumer and ecological consumer . Subsequently, we had to extend the process in two dimensions. First, we includedthe 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 examinedthe bibliography of each of the articles identified in the initial search, in order to reduce the likelihood of omittinga significant number of articles on the topic.



Research on Green Marketing 225


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Next, each of the articles obtained was carefully analyzed to confirm 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 analyzedand 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 tothe topic of research within which the article was framed, the type of study, the methodology followed, the ana-lytical techniques employed and the number of authors and their origin, among other questions.

To determine the main research topics currently of interest in the field of green marketing, we considered itadvisable to adopt the following procedure: each author separately identified the main theme of each article as afunction of previously agreed criteria, by analyzing the title, abstract, keywords and main body of the article. Wethen analyzed the various topics together and observed a certain homogeneity among some of them, so we groupedthem into five subtopics of green marketing: ‘concept and strategies’, ‘green communication’, ‘green consumer’,‘recycling behaviors’ and ‘macromarketing’. The majority of articles were unequivocally classified into one of thesefive topics. However, 4.7% of them were either considered doubtful or alternatively the team members disagreedabout their classification. In these cases, we analyzed the articles again and discussed and then agreed their most

appropriate classification.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 profilesof consumers who are willing to pay more for environmentally friendly products. We excluded work analyzingindividuals’ behaviors and attitudes with respect to waste and recycling from this topic, which were included insteadin a separate topic labeled ‘recycling behaviors’. This separation is justified by the different utility of the two typesof research. The first is mainly of interest for corporate marketing, while the second is also important for thedesign of public policy.

The topic ‘macromarketing’ includes papers that address green marketing from a macro perspective, analyzingthe implications of the relations between marketing and its environmental impacts. They deal with issues such asthe dominant social paradigm (DSP) of western industrial societies, the morality of marketing, individuals’ mate-rialistic and ecological values, consumerism etc.

In the topic ‘concept and strategies’ we include articles that define green marketing, and how, why or what arethe consequences of introducing environmental aspects into the firm’s general marketing strategy or into thedifferent strategies of the marketing mix. However, in view of its growing importance, we have created a specifictopic (‘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 twoclearly 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 specific volumes dedicated to the topic, suchas Volume 20 of Advances in Consumer Research (1993), Volume 24/2 of Journal of Advertising (1995) and Volume14/6 of Journal of Marketing Management (1998). However, this initial interest appears to drop off after the year2000, with a drastic and significant decline in the number of articles published. This fact can be justified by thegrowing importance of the most general research on social corporate responsibility, including the social dimensionin addition to the ecological dimension.

A total of 26.13% of the articles under analysis are exclusively theoretical in content, while 72.96% are empiri-cal research. The most commonly used data collection technique is the survey, employed in 62.83% of the studiesworking with primary data. Fewer studies make use of a ‘laboratory experiment’ to analyze individuals’ reactionsto 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 thenational level or lower, some 10.98% obtain data from two or more countries.





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T o t a l

G r e e n

G r e e n

R e

c y c l i n g

M a c r o m a r k e t i n g

C o n c e p t a n d

c o m m u n i c a

t i o n

c o n s u m e r

b e h a v i o r s

0 s t r a t e g i e s

A d v a n c e s i n C o n s u m e r R e s e a r c h

1 8

5

1 7 .

2 4 %

5

1 6 . 6 7 %

4

3 0 . 7 7 %

4

2 1 . 0 5 %

0

0 . 0 0 %

B r i t i s h J o u r n a l o f M a n a g e m e n t

1

0

0 .

0 0 %

0

0 . 0 0 %

0

0 . 0 0 %

0

0 . 0 0 %

1

4 . 7 6 %

E u r o p e a n J o u r n a l o f M a r k e t i n g

4

0

0 .

0 0 %

2

6 . 6 7 %

0

0 . 0 0 %

0

0 . 0 0 %

2

9 . 5 2 %

I n d u s t r i a l M a r k e t i n g M a n a g e m e n

t

1

0

0 .

0 0 %

0

0 . 0 0 %

0

0 . 0 0 %

0

0 . 0 0 %

1

4 . 7 6 %

I n t e r n a t i o n a l J o u r n a l o f A d v e r t i s i n

g

2

2

6 .

9 0 %

0

0 . 0 0 %

0

0 . 0 0 %

0

0 . 0 0 %

0

0 . 0 0 %

I n t e r n a t i o n a l J o u r n a l o f R e s e a r c h

i n

1

0

0 .

0 0 %

0

0 . 0 0 %

1

7 . 6 9 %

0

0 . 0 0 %

0

0 . 0 0 %

M a r k e t i n g

I n t e r n a t i o n a l M a r k e t i n g R e v i e w

1

0

0 .

0 0 %

1

3 . 3 3 %

0

0 . 0 0 %

0

0 . 0 0 %

0

0 . 0 0 %

J o u r n a l o f A d v e r t i s i n g

7

6

2 0 .

6 9 %

1

3 . 3 3 %

0

0 . 0 0 %

0

0 . 0 0 %

0

0 . 0 0 %

J o u r n a l o f B u s i n e s s E t h i c s

4

2

6 .

9 0 %

0

0 . 0 0 %

0

0 . 0 0 %

1

5 . 2 6 %

1

4 . 7 6 %

J o u r n a l o f B u s i n e s s R e s e a r c h

9

2

6 .

9 0 %

5

1 6 . 6 7 %

1

7 . 6 9 %

0

0 . 0 0 %

1

4 . 7 6 %

J o u r n a l o f C o n s u m e r A f f a i r s

2

2

6 .

9 0 %

0

0 . 0 0 %

0

0 . 0 0 %

0

0 . 0 0 %

0

0 . 0 0 %

J o u r n a l o f C o n s u m e r M a r k e t i n g

1 2

2

6 .

9 0 %

7

2 3 . 3 3 %

0

0 . 0 0 %

0

0 . 0 0 %

3

1 4 . 2 9 %

J o u r n a l o f C o n s u m e r P o l i c y

1 3

2

6 .

9 0 %

3

1 0 . 0 0 %

3

2 3 . 0 8 %

5

2 6 . 3 2 %

0

0 . 0 0 %

J o u r n a l o f C u r r e n t I s s u e s a n d R e s e a r c h i n

1

1

3 .

4 5 %

0

0 . 0 0 %

0

0 . 0 0 %

0

0 . 0 0 %

0

0 . 0 0 %

A d v e r t i s i n g

J o u r n a l o f M a c r o m a r k e t i n g

8

1

3 .

4 5 %

0

0 . 0 0 %

1

7 . 6 9 %

5

2 6 . 3 2 %

1

4 . 7 6 %

J o u r n a l o f M a r k e t i n g

3

0

0 .

0 0 %

2

6 . 6 7 %

0

0 . 0 0 %

0

0 . 0 0 %

1

4 . 7 6 %

J o u r n a l o f M a r k e t i n g M a n a g e m e n

t

1 1

2

6 .

9 0 %

2

6 . 6 7 %

0

0 . 0 0 %

2

1 0 . 5 3 %

5

2 3 . 8 1 %

J o u r n a l o f P u b l i c P o l i c y a n d M a r k

e t i n g

7

0

0 .

0 0 %

2

6 . 6 7 %

3

2 3 . 0 8 %

2

1 0 . 5 3 %

0

0 . 0 0 %

J o u r n a l o f S t r a t e g i c M a r k e t i n g

2

0

0 .

0 0 %

0

0 . 0 0 %

0

0 . 0 0 %

0

0 . 0 0 %

2

9 . 5 2 %

J o u r n a l o f t h e M a r k e t R e s e a r c h S o c i e t y

1

0

0 .

0 0 %

0

0 . 0 0 %

0

0 . 0 0 %

0

0 . 0 0 %

1

4 . 7 6 %

L o n g R a n g e P l a n n i n g

3

1

3 .

4 5 %

0

0 . 0 0 %

0

0 . 0 0 %

0

0 . 0 0 %

2

9 . 5 2 %

P u b l i c R e l a t i o n s R e v i e w

1

1

3 .

4 5 %

0

0 . 0 0 %

0

0 . 0 0 %

0

0 . 0 0 %

0

0 . 0 0 %

T o t a l

1 1 2

2 9

1 0 0 .

0 0 %

3 0

1 0 0 . 0 0 %

1 3

1 0 0 . 0 0 %

1 9

1 0 0 . 0 0 %

2 1

1 0 0 . 0 0 %

T a b l e 1 . L i s t o f j o u r n a l s a n d r e s e a r c h t o p i c





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With regard to the data treatment techniques, we find that the empirical studies on green marketing have madeuse 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. Specifically, 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 find 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 researchersfrom the US, while 8.10% are from the United Kingdom and 5.40% from Canada. Among continental Europeancountries, research on green marketing has been of most interest in Denmark (with 7.20% of the articles),

1 9 9 3

1 9 9 4

1 9 9 5

1 9 9 6

1 9 9 7

1 9 9 8

1 9 9 9

2 0 0 0

2 0 0 1

2 0 0 2

2 0 0 3

0

2

4

6

8

10

12

14

16

Figure 1. Evolution of number of articles over time

% of articles using each statistical technique

Green Recycling Green Concept and Macro- Totalconsumer behaviors communication strategies marketing

Analysis of co-variance 9.38% – – – – 7.32%Analysis of variance 9.38% – 28.57% – – 14.63%Conjoint analysis 9.38% – – – – 3.66%Correlations 21.88% – – 20.00% 20.00% 13.41%Qualitative analysis – – 10.71% 40.00% 40.00% 12.20%Descriptive analysis – – 35.71% 20.00% 20.00% 17.07%

Discriminant analysis 9.38% – – – – 3.66%Factor analysis 56.25% 50.00% 10.71% 20.00% 20.00% 35.37%Regression models 28.13% 33.33% – – 20.00% 19.51%Structural equation models 12.50% 58.33% 10.71% – – 17.07%

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

1 For this study, the origin of the authors is the country of the university or research centre that appears in the affiliation.





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Germany (3.60%) and Holland (2.70%), according to the results of our research. Moreover, 16.21% of the articlesare authored by researchers from two or more countries, and in 66.66% of these cases one of the authors is fromthe US.

We find that 89.19% of the articles are signed exclusively by members of the academic community, while only1.80% is the work of researchers with no university links. The remaining 9.01% are collaborations betweenrepresentatives of universities and firms. The most prolific authors in green marketing are reported in Table 3.

Results by Research Topic

We find 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%), ‘macro-

marketing’ (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 theprevious section, we can say that interest in the topic ‘green consumer’ has remained constant throughout theperiod analyzed. In addition, the number of authors that have published on this topic is very diverse, althoughmore 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 thanhalf 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 firms’ purchasing behav-

ior. All other articles have the end consumer as their unit of analysis. In these cases, the geographical scope mostused to obtain the sample of individuals is a single city. This occurs in 42.86% of the studies that indicate wherethe sample is obtained, while 28.57% of the studies are at the national level and 10.71% work with samples obtainedfrom two countries.

On the other hand, studies classified under the topic ‘green communication’ have been published in 13 differentjournals, but with a preference for Advances in Consumer Research and Journal of Advertising (Table 1). We shouldnote that 92.86% of the studies are empirical and a more detailed analysis of their content reveals that a largemajority of them (85.71%) can be classified into two subtopics.

(a) ‘Anatomy of green ads’. The articles included here have the main aim of evaluating firms’ use of green claims.With this objective, the authors classify the claims and obtain their data by means of content analysis, to

Author Articles University

Thogersen, John 7 Aarhus School of Business (Denmark)Kangun, Norman 6 University of Texas (USA) and Clemson University (USA)Grove, Stephen J. 5 Clemson University (USA)

Polonsky, Michael J. 5 University of Newcastle (Australia)Banerjee, Bobby 4 University of Massachusetts (USA) and University of Wollongong (Australia)Crane, Andrew 4 Cardiff University (UK)Kilbourne, William E. 4 Sam Houston State University (USA)McCarty, John A. 4 University of Illinois, George Mason University and American University (USA)Shrum, L. J. 4 Rutgers University (USA)

Table 3. Main authors in green marketing





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Topic Type of research

Empirical work Theoretical work

Green consumer Bohlen et al. (1993); Golden et al. (1993); Dembkowki and Hanmer-Lloyd (1994).

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); Ewingand Sarigöllü (2000); Follows and Jobber (2000);Laroche et al. (2001); Squires et al. (2001); Rowlands

et al. (2002).

Recycling behaviors Jackson et al. (1993); McCarty and Shrum (1993); Thogersen (1994). Pelton et al. (1993); McCarty and Shrum (1994);Thogersen (1994); Dahab et al. (1995); Taylor andTodd (1995); Aberg et al. (1996); Thogersen andGrunert-Beckmann (1997); Biswas et al. (2000);McCarty and Shrum (2001); Thogersen (2003).

Green communication Carlson et al. (1993); Davis (1993); Iyer and Banerjee Kilbourne (1995); Kangun and Polonsky (1993); Mayer et al. (1993); Davis (1994); Davis (1995). (1994b); Iyer et al. (1994); Banerjee et al. (1995);Morris et al. (1995); Obermiller (1995); Scammonand 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 andMathur (2000); McDonagh (1998); Thogersen(2000).

Macromarketing Banerjee and Mckeage (1994); Grunert- Dobscha (1993); Joy and Auchinachie Beckmann et al. (1997); Pieters et al. (1998); (1994); Ölander and Thogersen (1995);Neuner (2000); Dobscha and Ozanne (2001). 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).

Concept and strategies Wong et al. (1996); Crane (1997); Crane (1998); McDaniel and Rylander (1993); IlinitchJohri and Sahasakmontri (1998); Langerak et al. and Schaltegger (1995); Mendleson and (1998); Polonsky and Ottman (1998); Walker and Polonsky (1995); Fuller et al. (1996);Hanson (1998); Crane (2009; Karna et al. (2003); Grove et al. (1996); Martinsons et al. Pujari et al. (2003). (1997); Menon and Menon (1997);

Miles et al. (1997); Kilbourne andBeckmann (1998); Peattie (1999); Milesand Covin (2000).

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





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Anatomy of green ads Consumers’ response to green ads Others

Carlson et al. (1993); Iyer and Davis (1993); Mayer et al. (1993); Kilbourne (1995); Tilson (1996);Banerjee (1993); Iyer et al. (1994); Davis (1994a); Davis (1994b); Morris Azzone et al. (1997); McDonaghBanerjee et al. (1995); Kangun and et al. (1995); Obermiller (1995); (1998); Mathur and Mathur (2000).

Polonsky (1995); Scammon and Schuhwork and Lefkoff (1995);Mayer (1995); Carlson et al. (1996a); Thorson et al. (1995); Stafford et al.Carlson et al. (1996b); Polonsky et al. (1996); Mohr et al. (1998); Lord and(1998). Putrevu (1998); Chan (2000); Imkamp (2000); Madrigal (2000); Thogersen (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 thefirst 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 efficacy of different green advertising appealsand consumers’ attitudes, comprehension, skepticism or credibility in their regard. They represent 53.57% of thetopic ‘green communication’ and are all empirical in nature. However, two-thirds use experiments to collect dataand the other one-third use surveys. As far as the statistical treatment of the data is concerned, we find many dif-ferences between the studies, although the most commonly used techniques are analysis of variance and structuralequation 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 first three years analyzed (1993–1995), although three new studiesdid 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 from1997 onwards. This finding confirms the trend already observed by Kilbourne and Beckmann in 1998. Moreover,we should note that researchers interested in this topic can find additional relevant articles in the journals analyzedthat have not however been included in our study, as their principal focus was considered to be related disciplinesrather than marketing. In this respect, we should remember that the issues studied in macromarketing tend to beinterdisciplinary.

Finally, the articles on the topic ‘concept and strategies’ are spread evenly throughout the period studied. Thearticles are very diverse in terms of both their object of study and their methodological characteristics. Half of thestudies are theoretical and half empirical. Half of the latter carry out commercial research using surveys or personalinterviews and the other half use case studies. With regard to the specific themes studied, we note that there arevery few articles that analyze green product policy or distribution channels for green products. Specifically,we find only one article analyzing distribution problems in detail (Fuller et al., 1996) and three that studyenvironmental 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 andoperations management, so the interested researcher can find other relevant articles in journals focusing more onmanagement.





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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 greenmarketing 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 1996–2003 and we have obtained 48 articles, 29 in BSE and 19 in CSREM (see Figure 2 and appendix). The results reflect significant differences with respect to our pre-vious analysis, first 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 amonograph 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 previousanalysis). Moreover, the analysis techniques employed are very simple, basically descriptive analysis (72.41%) andqualitative analysis (20.69%).

As far as the origin of authors is concerned, we observe that European authors are a majority, especially theauthors affiliated to institutions of the United Kingdom (35.42%). In addition, we find a significant percentage of papers authored by professionals in the business and industrial world (18.75%), greater than in our previousanalysis (10.81%). Collaboration between researchers is predominant, since 56.25% of the works have two or moreauthors.

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 througha 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 analyzingthe 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 followedup to the present time, describe the current state in this area and provide ideas about where it may proceed in thefuture.

19961997 1998 1999 2000

2001 20022003

0

1

2

3

4

5

6

7

8

BSE CSREM

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





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The findings of our general study allow us to draw the following conclusions related to the works published inour database (Table 1).

• We find that researchers’ interest in green marketing has declined over the past decade, if we go by the evolutionin the number of articles on this topic published in the journals under analysis. This conclusion holds for thesubtopics within green marketing, since we note a similar decline in the number of articles published for all buttwo 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 byuneven behavior since then.

• The topics ‘green consumer’ and ‘green communication’ have the largest number of articles published duringthe period of analysis, with more than 52% of the total number of articles. In turn, ‘recycling behaviors’ has beenof least interest to researchers (11.7%), mainly from 1995, as only five articles have been published on this topicsince then. This contrasts with the other topics, which have seen about three times as many articles publishedsince that year, on average.

• In any case, the results of this study are similar to the findings 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 articlescontain 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 coherencewith 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, wenote that factor analysis is the main analytical tool in the empirical studies.

However, we find that works on green marketing published in BSE and CSREM are mainly focused on envi-ronmental and sustainability reporting, a subject that has not attracted the attention of the rest of the journalsincluded in this paper.

Topic Type of research

Empirical work Theoretical work

Green consumer Meijkamp (1998), Walley et al. (2000), Dembkowski (1998), Peattie (2001)

Rowlands et al. (2003)Green communication Azzone et al. (1996), Rikhardsson et al. Clausen (1996), Rikhardsson (1996), Maltby (1996), Sancassiani (1996), Douglas et al. (1997), Palmer and van der Vorst (1997), (1997), Prothero et al. (1997), Herremans et Kolk (1999), Isenmann and Lenz (2001), al. (1999), Ball et al. (2000), Belal (2000), Synnestvedt (2001), Wheeler and Elkington Noci (2000), Stray and Ballantine (2000), Kolk (2001), Burritt (2002), Cerin (2002), et al. (2001), Niskanen and Nieminen (2001), Isenmann and Lenz (2002), de Boer (2003) 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), O’Dwyer (2003), Peck and Sinding (2003), Sinclair and Walton (2003)

Macromarketing Welford et al. (1998), Meriläinen et al. (2000)Concept and strategies Tinsley and Melton (1997), Melton and Gärling and Thøgersen (2001), Prakash (2002) Tinsley (1999), Strachan (1999), Meyer (2001)

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





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On the basis of these conclusions, we can make some suggestions about where research on green marketing islikely 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 overtime. The findings of studies from previous years will not necessarily be valid in the future. New research onthis 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 environ-ment and launch strategies, based on previous studies applied to traditional new product developmentprocesses.

• Within the topic ‘green communication’, we might mention the following theme as a possible line of futureresearch: analysis of the value of environmental certification and eco-labels.

• With regard to the topic ‘macromarketing’, we agree with Kilbourne and Beckmann (1998) that this is a topicthat 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 greenmarketing, an ambitious aim interacting with many other fields of research such as business organization, sociol-ogy, psychology and environmental sciences. The problems have extensive ramifications, and there are variousways 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 financial support provided by European Regional Development Fund and Consejeríade Infraestructuras y Desarrollo Tecnológico 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 RESEARCHN° 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 factorN° 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

marketingN° 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

commercialsN° 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 influence of culture on pro-environmental knowledgeattitudes and behavior: a Canadian prespective

• Stanley, L. R., Lasonde, K. M. & Weiss, J.: The relationship between environmental issue involvement andenvironmentally conscious behavior: an exploratory study

N° 24 (1997) • Thogersen, J. & Grunert-Beckmann, S. C.: Values and attitude formation towards emerging attitudeobjects: from recycling to general waste minimizing behavior

N° 26 (1999) • Fitchett, J.A. & Prothero, A.: Contradictions and opportunities for a green commodityN° 27 (2000) • Madrigal, R.: The role of corporate associations in new product evaluationN° 30 (2003) • 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

2. – BRITISH JOURNAL OF MANAGEMENTN° 7 (1996) • Wong, V., Turner, W. & Stoneman, P. 1996. Marketing strategies and market prospects for

environmentally friendly consumer products

3. – BUSINESS STRATEGY AND THE ENVIRONMENTVol 5 (4) (1996) • Azzone, G.; Manzini, R. and Noci, G.: Evolutionary trends in environmental reporting

• Rikhardsson, P.M.: Development in Danish environmental reportingVol 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 regulationin environmental reporting• Prothero, A.; Peattie, K. and McDonag, P.: Communicating greener strategies: a study of on-pack

communicationVol 7 (4) (1998) • Meijkamp, R.: Changing consumer behaviour through eco-efficient services: an empirical study of car

sharing in the NetherlandsVol 8 (4) (1999) • Kolk, A. (1999): Evaluating corporate environmental reportingVol 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 reportsVol 9 (3) (2000) • Meriläinen, S.; Moisander, J. and Pesonen, S.: The masculine mindset of environmental management and

green marketingVol 9 (4) (2000) • Noci, G.: Environmental reporting in Italy: current practice and future developmentsVol 9 (6) (2000) • Walley, K.; Custance, P. and Parsons, S.: ‘UK consumer attitudes concerning environmental issues

impacting the agrifood industry’Vol 10 (1) (2001) • Gärling, A. and Thøgersen J.: Marketing of electric vehicles

• Niskanen, J. and Nieminen, T.: The objectivity of corporate environmental reporting: a study of Finnishlisted firms’ environmental disclosures

• Wheeler, D. & Elkington, J.: The end of the corporate environmental report? Or the advent of cyberneticsustainability reporting and communication

• Kolk, A.; Walhain, S. and van de Wateringen, S.: Environmental reporting by the Fortune Global250: exploring the influence of nationality and sector

Vol 10 (4) (2001) • Peattie, K.: Golden goose or wild goose? The hunt for the green consumerVol 10 (5) (2001) • Meyer, A.: What’s in it for the customers? Successfully marketing green clothesVol 11 (3) (2002) • Isenmann, R. & Lenz, Ch.: Internet use for corporate environmental reporting: current challenges –

technical benefits – 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 strategiesVol 11 (6) (2002) • Burritt, R.L.: Environmental reporting in Australia: current practices and issues for the futureVol 12 (1) (2003) • Rowlands, I.H.; Scott, D. and Parker, P.: Consumers and green electricity: profiling potential purchasersVol 12 (2) (2003) • Marshall, R.S. and Brown, D.: Corporate environmental reporting: what’s in a metric?Vol 12 (3) (2003) • Peck, Ph. and Sinding, K.: Environmental and social disclosure and data richness in the mining industryVol 12 (4) (2003) • de Boer, J.: Sustainability labelling schemes: the logic of their claims and their functions for stakeholdersVol 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 250Vol 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 MANAGEMENTVol 9 (1) (2002) • Cerin, P.: Communication in corporate environmental reportsVol 9 (4) (2002) • Morhardt, J. E, Baird, S & Freeman, K.: Scoring corporate environmental and sustainability reports using

GRI 2000, ISO 14031 and other criteriaVol 10 (2) (2003) • O’Dwyer, 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 inSwedish companies

Vol 10 (4) (2003) • Collison, D., Lorraine, N. & Power, D.: An exploration of corporate attitudes to the significance of environmental information for stakeholders

5. – ECO MANAGEMENT & AUDITINGVol 3 (1) (1996) • Clausen, J.: Environmental reporting and the emas statement in GermanyVol 3 (2) (1996) • Sancassiani, W.: Getting the message across: A proactive environmental communication strategy – Dow

Europe• P.M. Rikhardsson, J.P. Ulhøi & 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 enterprisesVol 4 (3) (1997) • Tinsley, S. J. & Melton, K.: Sustainable development and its effect on the marketing planning processVol 5 (1) (1998) • Welford, R, Young, W & Ytterhus, B.: Towards sustainable production and consumption: A literature

review and conceptual framework for the service sectorVol 5 (2) (1998) • Dembkowski, S.: The environmental value-attitude-system model understanding the divergence betweenstated environmental consciousness and overt consumer behaviour

Vol 6 (1) (1999) • Strachan, P. A.: Is the Eco-Management and Audit Scheme (EMAS) Regulation an effective strategicmarketing tool for implementing industrial organisations?

Vol 6 (2) (1999) • Melton, K. M. & Tinsley, S.: Outlook for greener marketing: Unsettled and cyclonicVol 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 performanceVol 7 (3) (2000) • Ataur Rahman Belal, A. R.: Environmental reporting in developing countries: empirical evidence from

BangladeshVol 7 (4) (2000) • Stray, S. & Ballantine, J.: A sectoral comparison of corporate environmental reporting and disclosureVol 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 instrument6. – EUROPEAN JOURNAL OF MARKETINGVol 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 consciousnessVol 34 (5) (2000) • Follows, S. B. & Jobber, D.: Environmentally responsible purchase behaviour: a test of a consumer modelVol 37 (5) (2003) • Kärnä J., Hasen E. & Juslin H.: Social responsibility in environmental marketing planning

7. – INDUSTRIAL MARKETING MANAGEMENTN° 26 (1997) • Miles, M. P., Munilla, L. S. & Russell, G. R.: Marketing and environmental registration/certification

8. – INTERNATIONAL JOURNAL OF ADVERTISINGN° 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 countrygreen image

9. – INTERNATIONAL JOURNAL OF RESEARCH IN MARKETINGN° 11 (1994) • Thogersen, J.: A model of recycling behavior with evidence from Danish source separation programmes

10. – INTERNATIONAL MARKETING REVIEWVol 10 (3) (1993) • Sriram, V. & Forman, A.M.: The relative importance of products’ environmental attributes

11. – JOURNAL OF ADVERTISINGVol 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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Vol 24 (2) (1995) • Barnerjee S., Gulas, C.S. & Iyer, E.: Shades of green: a multidimensional analysis of environmentaladvertising

• 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 advertisinga green product?

• Shrum, L. J., McCarty, J. A. & Lowrey, T. M. Buyer characteristics of the green consumer and theirimplications for advertising strategy

12. – JOURNAL OF BUSINESS ETHICSN° 11 (1994) • Davis, J. J.: Good ethics is good for business: ethical attributions and response to environmental

advertisingN° 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 financial

advantageN° 29 (2001) • Oyewole, Ph.: Social costs of environmental justice associated with the practice of green marketing

13. – JOURNAL OF BUSINESS RESEARCHN° 20 (1994) • McCarty, J.A. & Shrum, L. J.: The recycling of solid wastes: personal value orientations and

attitudes about recycling as antecedents of recycling behaviorN° 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: profile and implications for advertisingN° 37 (1996) • Carlson, L. Grove, S. J., Laczniak, R. N. & Kangun, N.: Does environmental advertising reflect integrated

marketing communications? An empirical investigationN° 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 strategiesN° 56 (2003) • Pujari, D., Wright, G. & Peattie, K.: Green and competitive-Influences on environmental new product

development performance

14. – JOURNAL OF CONSUMER AFFAIRVol 29 (2) (1995) • Morris, L. A., Hastak, M. & Mazis, M. B.: Consumer comprehension of environmental advertising and

labeling claimsVol 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 MARKETINGVol 10 (2) (1993) • Davis, J. J.: Strategies for environmental advertisingVol 10 (3) (1993) • McDaniel, S.W. & Rylander, D.H.: Strategic green marketingVol 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 marketingVol 15 (3) (1998) • Johri, L. M. & Sahasakmontri, K.: Green marketing of cosmetics and toiletries in ThailandVol 16 (2) (1999) • Vlosky, R.P., Ozanne, L. K. & Fontenot, R. J.: A conceptual model of US consumer willingness-to-pay for

environmentally certified wood productsVol 16 (5) (1999) • Kalafatis, S. P., Pollard, M., East, R. & Tsogas, M.H.: Green marketing and Ajzen’s theory of planned

behaviour: a cross-market examinationVol 16 (6) (1999) • Straughan, R. D. & Roberts, J. A.: Environmental segmentation alternatives: a look at green consumer

behaviour in the new millenniumVol 17 (4) (2000) • Chan, R. Y. K. & Lau, L. B. Y.: Antecedents of green purchases: a survey in ChinaVol 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) • Laroche, M., Bergeron, J. & Barbaro-Forleo, G.: Targeting consumers who are willing to pay more forenvironmentally friendly products

Vol 19 (2) (1993) • Rowlands, I. H., Parker, P. & Scott, D.: Consumer perceptions of green power

16. – JOURNAL OF STRATEGIC MARKETINGN° 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 1990s17. – JOURNAL OF THE MARKET RESEARCH SOCIETYVol 40 (4) (1998) • Langerak, F., Peelen, E. & van der Veen, M.: Exploratory results on the antecedents and consequences of

green marketing

18. – LONG RANGE PLANNINGVol 28 (2) (1995) • Ilinitch, A. Y. & Schaltegger, S. C.: Developing a green business portfolioVol 30 (2) (1997) • Martinsons, M. G., So, S.K.K., Tin, C. & Wong, D.: Hong Kong and China: Emerging markets for

environmental products and technologiesVol 30 (5) (1997) • Azzone, G; Brophy, M., Noci, G., Wilford, R. & Young, W.: A stakeholders’ view of environmental

reporting

19. – PUBLIC RELATIONS REVIEWVol 22 (1) (1996) • Tilson, D. J.: Promoting a ‘Greener’ image of nuclear power in the U.S. and Britain

20. – JOURNAL OF CONSUMER POLICYVol 16 (2) (1993) • Scherhorn, G.: Consumers concern about the environment and its impact on businessVol 17 (1) (1994) • Thogersen, J.: Monetary incentives and environmental concern: effects of a differentiated garbage feeVol 18 (4) (1995) • Ölander, F. & Thogersen, J.: Understanding of consumer behaviour as a prerequisite for environmental

protectionVol 19 (1) (1996) • Aberg, H., Dahlman, S., Shanahan, H. & Saljo, R.: Towards sound environmental behaviour: exploring

household participation in waste managementVol 19 (3) (1996) • Bech-Larsen, T.: Danish consumers´ attitudes to the functional and environmental characteristics of food

packagingVol 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 choiceVol 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 aperformance-dependent garbage fee

21. – JOURNAL OF CURRENT ISSUES AND RESEARCH IN ADVERTISINGVol 28 (1) (1996) • Stafford, M. R., Stafford, T.F. & Chowdhury, J.: Predispositions toward green issues: the potencial efficacy

of advertising appeals

22. – JOURNAL OF MACROMARKETINGN° 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 recyclingSpring (1996) • Fuller, D., Allen, J. & Glaser, M. Materials Recycling and reverse channel networks: the public policy

challengeFall (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 environmentaladvertising: sustantive versus associative claims

Spring (1997) • Kilbourne, W. E., McDonagh, P. & Prothero, A.: Sustainable consumption and the quality of lifeVol 20 (1) (2000) • Prothero, A. & Fitchett, J.A.: Greening capitalism: opportunities for a green commodityVol 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 MARKETINGVol 58 (3) (1994) • Drumwright, M. E.: Socially responsible organizational buying: environmental concern as a noneconomic

buying criterionVol 61 (4) (1997) • Menon, Ajay & Menon, Anail.: Enviropreneurial marketing strategy: the emerence of corporate

environmentalism as marketing strategy• Osterhus, T. L.: Pro-social consumer influence strategies: when and how do they work?

24. – JOURNAL OF MARKETING MANAGEMENTN° 9 (1993) • Bohlen, G., Schlegelmilch, B. B. & Diamantopoulos, A.: Measuring ecological concern: a multi-construct

perspectiveN° 10 (1994) • Dembkowski, S. & Hanmer-Lloyd, S.: The environmental value-attitudesystem model: a framework to

guide the understanding of environmentallyconscious consumer behaviourN° 13 (1997) • Crane, A.: The dynamics of marketing ethical products: a cultural perspectiveN° 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 consumereffectiveness

• 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 MARKETINGVol12 (2) (1993) • Pickett, G.M., Kangun, N. & Grove, S. J.: Is there a general conserving consumer? A public policy concernVol 14 (2) (1995) • Taylor, S. & Todd, P.: Understanding household garbage reduction behavior: a test of an integratedmodelVol 17 (2) (1998) • Pieters, R., Bijimolt, T., van Raaij, F. & de Kruijk, M.: Consumers attributions of proenvironmental

behavior motivation and ability to self and othersVol 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. & Sarigöllü, E.: Assessing consumer preferences for clean fuel vehicles: a discrete choice

experimentVol 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 influence of individualism collectivism and locus of control on

environmental belief and behavior

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