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Green marketing orientation: Conceptualization, scale development and validation


As green marketing becomes an essential tool for sustainable business strategy, companies are adopting green marketing practices to achieve better business performance. However, no research has yet operationalized all the organizational facets that are necessary to become a green marketing oriented company. To address this omission, following the literature in measurement theory, this investigation reports a series of 4 studies and develops a scale to capture the holistic approach of green marketing. This study introduces the construct of green marketing orientation, which comprises three dimensions: strategic green marketing orientation, tactical green marketing orientation and internal green marketing orientation. The scale shows internal consistency, reliability, construct validity and nomological validity. Directions for future research and managerial implications of the new construct are discussed.


(2017). Green marketing orientation: Conceptualization, scale development and validation. Journal of Business Research, 236 -246.

Acceptance Date May 22, 2017
Publication Date Nov 1, 2017
Journal Journal of Business Research
Print ISSN 0148-2963
Publisher Elsevier
Pages 236 -246
Keywords green marketing, environmental sustainability scale development, transformative marketing, marketing strategy
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