User: Guest  Login
Document type:
Zeitschriftenaufsatz
Author(s):
Belz, F. M.; Schmidt-Riediger, B.
Non-TUM Co-author(s):
nein
Cooperation:
-
Title:
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.
Keywords:
marketing strategy sustainability typology drivers environmental-management corporate environmentalism managerial perceptions green companies appeal impact model
Intellectual Contribution:
Discipline-based Research
Journal title:
Business Strategy and the Environment
Year:
2010
Journal volume:
19
Journal issue:
7
Pages contribution:
401-416
Print-ISSN:
0964-4733
Notes:
752ZC Times Cited:9 Cited References Count:62
Judgement review:
0
Key publication:
Ja
Peer reviewed:
Ja
International:
Ja
Book review:
Nein
Commissioned:
not commissioned
Professional Journal:
Ja
 BibTeX