Methodological Perspective of Evaluation of Green Marketing Performance

2019
Ilona Skackauskiene, Neringa Vilkaite-Vaitone

There is an increasing interest among academics, top managers, stakeholders regarding green marketing and its potential to improve environmental performance. Considering the prominence green marketing has risen to in recent decades, it is surprising to note that marketing literature has drawn relatively limited attention to evaluation of green marketing performance at the level of business unit. Therefore, the aim of this article is to investigate methodological background for the evaluation of green marketing performance. Using multi-source data, the authors have found out that it is possible to ground the evaluation of green marketing performance on different methods, criteria and scales used for the evaluation of green marketing. The contribution of the present research focuses on suggesting well-founded guidelines for the evaluation of green marketing performance in a modern organisation. The study suggests evaluating performance of green marketing at strategic, tactical and operational levels.

Atslēgas vārdi
Environment, Green Marketing, Sustainability, Marketing Performance, Methods
DOI
10.2478/eb-2019-0013

Skackauskiene, I., Vilkaite-Vaitone, N. Methodological Perspective of Evaluation of Green Marketing Performance. Economics and Business, 2019, Vol. 33, No. 1, 183.-191. lpp. ISSN 2256-0386. e-ISSN 2256-0394. Pieejams: doi:10.2478/eb-2019-0013

Publikācijas valoda
English (en)