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Dokumenttyp:
Zeitschriftenaufsatz 
Autor(en):
Belz, F. M.; Schmidt-Riediger, B. 
Nicht-TUM Koautoren:
nein 
Kooperation:
Titel:
Marketing Strategies in the Age of Sustainable Development: Evidence from the Food Industry 
Abstract:
In this paper we investigate characteristics and drivers of sustainability marketing strategies. Based on an empirical study in the food industry, we identify four sustainability marketing strategy types with distinctive characteristics (performers, followers, indecisives and passives). Consumers are one of the main drivers of sustainability marketing strategies. Depending on the sensitization of consumers to socio-ecological problems, the perceptibility of socio-ecological qualities, the individually perceived net benefits and the availability of sustainable alternatives, we argue that the typology and drivers apply to non-food industries as well. Furthermore, we find that the incorporation of social and ecological aspects into marketing strategies also depends on the market segment in which the company competes: companies that are positioned in the premium or quality segment are more inclined to take an active stance on sustainability marketing than companies that compete in the price segment. Copyright (C) 2009 John Wiley & Sons, Ltd and ERP Environment. 
Stichworte:
marketing strategy sustainability typology drivers environmental-management corporate environmentalism managerial perceptions green companies appeal impact model 
Intellectual Contribution:
Discipline-based Research 
Zeitschriftentitel:
Business Strategy and the Environment 
Jahr:
2010 
Band / Volume:
19 
Heft / Issue:
Seitenangaben Beitrag:
401-416 
Volltext / DOI:
Print-ISSN:
0964-4733 
Hinweise:
752ZC Times Cited:9 Cited References Count:62 
Key publication:
Ja 
Peer reviewed:
Ja 
International:
Ja 
Book review:
Nein 
commissioned:
not commissioned 
Professional Journal:
Ja