Is there a model or theories that can be adopted & adapted in green marketing sustainability research ?

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Joseph Sarkis

Let me recommend that you look up the works of Ken Peattie

Also, JM Ginsberg, PN Bloom from the Sloan management review.

These are not perfect for academic scales and surveys, but provide insight into general frameworks and concerns/theories.

Yusniza Kamarulzaman

Thanks so much Joseph. I will look up on that.

Ben Wooliscroft

Have a look at Mitchell, Wooliscroft and Higham (2010) Sustainable Market Orientation in the Journal of Macromarketing. One of the key things about moving to sustainability is not focussing on green alone, sustainability is about balance.

Luis Fonseca

Dear Colleague,

I would argue that the main theoriy supporting sustainability research is still Stakeholder Theory (Freeman, 1984, Carrol, 1979, MacWillims e Siegel, 2001, Carrol e Schwantz, 2003) supporting the business case for social responsibility of organizations by focusing on the importance of a firm’s relationships with critical stakeholders that may lead to better performance, as organizations that integrate business and societal considerations create value for their stakeholders.

Another theoretical model that can support sustainability is RBV- Resourced Based View Theory of the Firm (Barney, 1991; Mac Williams e Siegal, 2001, Russo e Fouts, 1977) according to which VRIN (Valuable, Rare, Imperfectly imitable and Non-sustitutable), resources can produce competitive advantage and generate better operational results and sustainable results.

All the Best

Suzanne C. Beckmann

For an overview of models and research approaches see Kilbourne & Beckmann (1995, in Journal of Marketing Management) and Harper & Peattie (2011, in Social Business) for a citation network analysis. Good luck, SCB.

Justin Paul

We are working on a paper...in this area...

Adelio A S C Machado

Mind the scale. Theories on supporting sustainability at the micro level (ex. marketing, corpore, etc) are easily misleading because generally they fail to establish a correct bridge to the macro level - integration at all levels (micro, macro and intermediate) is essential to reach Sustainable Develoment (or rather, as french say, Développement DURABLE).

Clyde Eiríkur Hull

This article might be useful to you. The title does a good job of saying what the paper is about. Consistent with Lius Fonseca's points above, reputation can be seen as a way of managing stakeholders, and also as a valuable resource. But reputation is what others believe about you, not necessarily the truth about you. Hence the focus on media attention below.

Zyglidopoulos, C. S., Georgiadis, A. P., Carroll, C. E., and Siegel, D. A. 2011. “Does media attention drive corporate social responsibility?”, Journal of Business Research, DOI:10.1016/j.jbusres.2011.10.021

Sania Khan

I have developed a model using the antecedents or enablers, named Green IT consumer purchasing behaviour model. It is from three prespectives socio, economic and environmental aspect. If you are interested, you can find it in my attached full paper in my profile page.

Thanks a million for all your brilliant feedback & suggestions. I will share my new model here once it is ready.

Yuz

Nazim Hussain

according to my point of view the best theory that can support a framework in green marketing is legitimacy theory. I would suggest you to consult the work of Suchman, M. C. (1995). Managing legitimacy: Strategic and institutional approaches. Academy of management review, 20(3), 571-610.

Laurent Selles

Dear Yusniza,

Is your question about bringing a research to market, knowing that the topic of such research is green and sustainable?

If so, yes, there is a 10 step method.

Please advise,

Best,

Laurent

Kornelia Ilieva

I couldn't get the point!

Hi Laurent & Kornelia

I am trying to develop a model that explains the adoption of Green Marketing amongst firms. The impact of the study will be business sustainability.

Many thanks.

we are working on same topic too, yusniza

Thanks Justin. Lets collaborate..

Kirstin S Policastro

I look forward to review of your new model Yuz...

Moyen Mustaquim

Hi Yusniza,

May be you should look into this article.

Chapter Open Sustainability Innovation—A Pragmatic Standpoint of Sus...

Lucio Muñoz

Good day Yuzniza, you may find some ideas/concepts that you can incorporate in your marketing sustainability research even though I made them with general and agricultural markets in mind:

The Past Versus the Present in Development Thinking: Pointing Out the Structure of the Old Agricultural Development Model After Internalizing Environmental Externalities.

https://www.researchgate.net/publication/281244857_The_Past_Versus_the_Present_in_Development_Thinking_Pointing_Out_the_Structure_of_the_Old_Agricultural_Development_Model_After_Internalizing_Environmental_Externalities

The Present Versus the Future in Development Thinking: Towards Agricultural Sustainability

https://www.researchgate.net/publication/281244871_The_Present_Versus_the_Future_in_Development_Thinking_Towards_Agricultural_Sustainability

Article The Past Versus the Present in Development Thinking: Pointin...

Article The Present Versus the Future in Development Thinking: Towar...