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Journal of Corporate Responsibility and Leadership

Environmental Strategy in Business: Green Marketing Communication
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  3. Vol. 4 No. 3 (2017): Corporate Social Responsibility in Management Theory & Business Practice /
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Environmental Strategy in Business: Green Marketing Communication

Authors

  • Maurizio Lanfranchi The University of Messina, Italy
  • Carlo Giannetto The University of Messina, Italy
  • Francesco Rotondo The University of Messina, Italy

DOI:

https://doi.org/10.12775/JCRL.2017.019

Keywords

marketing communication, green consumer, consumer sensitivity, ecological communication, environmental business communication

Abstract

Purpose: The aim of the paper is to explore the issues of green marketing and green marketing communication. Design/methodology/approach: The narrative literature review is a method applied to achieve the aim of the paper.

Findings: The growth of environmental sensitivity is a driving force for change towards new policy tools and environmental eco-nomics. Businesses have developed various tools for environmen-tal communication including environmental balance sheets, social reports, and certifications. It is not enough for businesses to com-municate generic commitment to environmental protection; they have to integrate the concept of ecology into corporate culture by creating strong environmental policies and environmental ethics that describe the enterprise at all organisational levels. Businesses focusing on the development of green products must not only ‘talk ecologically’ but also ‘be ecological’.

Research and practical limitations/implications: The research has an exploratory character since the sample strategy is not probabilistic.

Originality/value: The study can stimulate discussion in the field of green marketing and green marketing communication.

Paper type: literature review.

Author Biographies

Maurizio Lanfranchi, The University of Messina, Italy

-

Carlo Giannetto, The University of Messina, Italy

-

Francesco Rotondo, The University of Messina, Italy

-

References

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Garg, A. (2015), “Green Marketing for Sustainable Development: An Industry Perspective”, Sustainable Development, Vol. 23, Issue 5, pp. 301 – 316.

Grant, R.M. (2000), The Greening of Business: The Role of Green Consumerism, the Limits of Earth, and Generation X, doctoral dissertation, Department of Marketing, University of Southern California.

Lanfranchi, M., Giannetto, C., De Pascale, A. (2014a), “Effects of Drought on the Agricultural System: An Analytical Approach Based on the Production Function”, Applied Mathematical Sciences, Vol. 8, No. 104, pp. 5155 – 5162.

Lanfranchi, M., Giannetto C., De Pascale, A. (2014b), “A Consideration of the Factors Influencing Tourism Development in Relation to Biodiversity Conservation”, WSEAS Transactions on Business and Economics, Vol. 11, pp. 508 – 513.

Lanfranchi, M., Giannetto C., De Pascale, A. (2014c), “Economic Implications of Cli-mate Change for Agricultural Productivity”, WSEAS Transactions on Environment and Development, Vol. 10, pp. 233 – 241.

Lanfranchi, M., Giannetto, C., De Pascale, A., Hornoiu, R.I. (2015a), “An Application of Qualitative Risk Analysis as a Tool Adopted by Public Organizations for Evaluating ‘Green Projects’”, Amfiteatru Economic, Vol. 17, Issue 40, pp. 872 – 890.

Lanfranchi, M., Giannetto, C., De Pascale, A. (2015b), “The Link Between Economic Growth and Environmental Quality in the Case of Coastal Tourism in the Rural Areas”, Applied Mathematical Sciences, Vol. 9, No. 35, pp. 1745 – 1755.

Lanfranchi, M., Giannetto, C., Abbate, T., Dimitrova, V. (2015c), “Agriculture and the Social Farm: Expression of the Multifunctional Model of Agriculture as a Solution to the Economic Crisis in Rural Areas”, Bulgarian Journal of Agricultural Science, Vol. 21, No. 4, pp. 711 – 718.

Leakey, R., Van Damme, P. (2014), “The Role of Tree Domestication in Green Market Product Value Chain Development”, Forests Trees and Livelihoods, Vol. 23, No. 1 – 2, pp. 116 – 126.

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Mohd Suki, N. (2017), “Green Products Usage: Structural Relationships on Customer Satisfaction and Loyalty”, International Journal of Sustainable Development and World Ecology, Vol. 24, Issue 1, pp. 88 – 95.

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Journal of Corporate Responsibility and Leadership

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Published

2018-05-23

How to Cite

1.
LANFRANCHI, Maurizio, GIANNETTO, Carlo & ROTONDO, Francesco. Environmental Strategy in Business: Green Marketing Communication. Journal of Corporate Responsibility and Leadership [online]. 23 May 2018, T. 4, nr 3, s. 111–126. [accessed 6.6.2023]. DOI 10.12775/JCRL.2017.019.
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