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Sustainability and Green Marketing: Opportunity for the Poor
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Sustainability and Green Marketing: Opportunities for the poor.
The influence of economic development on green marketing issues The doubt about the close relationship between “Green Marketing” or “sustainable marketing” and “Sustainable Development” is certainly cleared by this paper. The strategy proposed in this literature is simply a combination and adaptation of the stakeholder theory discussed by Polonsky [9] and the fight against the “Green Marketing Myopia” discussed by Ottman, Stafford and Hartman [8], with as communication tool the “AIDA” model of Kotler and Armstrong [10]. The result can only be the set of opportunities as illustrated by examples in the previous sections (“opportunities for going green” and “The Proof: some examples”). A summary of all that is the following diagram showing the outcomes of the GM strategy propose in this text.
2012
Hervé AZEMTSA S² Services SARL
5/10/2012
xtremely hot summers, long
winters, unexpected heavy
rains, burning forests and
other natural disasters are there to
remind us that “Mother Nature” is not
just fine. This is unfortunately not new
to the humanity. The technological and
industrialization race resulted in
natural chaos and increased to a
certain extent the social gap between
riches and poor.
Today, one of the issues that bother
most of us (if not all) is the health of
“Mother Nature”. The former
development model was more
economically oriented while
nowadays, it is almost impossible to
dissociate the 3 “E’s”: Environment-
Economy-Equity when it comes to
development issues. The development
has to be “sustainable”. Mentioning
the term “Development” implies the
consideration of the World’ structure
as 3 main groups: Developed
Countries, Developing Countries and
Poor Countries. With such a
consideration, it is obvious that the
problems related to the concept of
“Sustainable Development” (SD) are
not the same. When some countries
should still battle against hunger,
extreme poverty and social disparities
(the case of developing and poor
countries), some are struggling to
decrease environmental damages.
To respond to the challenges of
Sustainable Development, different
strategies are adopted worldwide.
Governments, companies and
individuals are working together or
separately, just as the United Nations
and the international community as a
whole is. Industries and corporations
in different levels (national, regional or
international) are responding with the
expansion of their portfolios with
“green products”. If one considers that
the supply (production) responds to
demand (consumption), one of the
most important tools towards
sustainability will be a “sustainable
consumption” or “sustainable
demand”. This gives marketing a
power that should be used to trigger
“sustainable development” worldwide
and especially in developing countries.
This paper intends to present the
concept of “green marketing” as a
battle horse towards Sustainable
Development in developing countries.
This implies showing that rather than
negative impacts, going “Green” can
E
3
create opportunities in the Developing
World and hence increase the level of
“sustainability” if existing or create it if
not. This will be done by defining key
terms as a first step for outline
purposes, and the basic stakeholders
will be presented secondly. The “Green
Marketing” strategies and benefits in
developing countries will follow, with
as a last step some examples as
support for the whole paper.
___________________________________________________________________________
Concepts and Definitions
Sustainable Development (SD)
There are some words that are used
commonly when it comes to define the
term or the concept of “sustainable
development”. These are “social or
equity”, “economics” and
“environment or ecology”. The
popularity of the term “Sustainable
Development” raised with the
publication in 1987 of the report “Our
common future” by the World
Commission on Environment and
Development (WCED). Worldwide
that report is known as the “Brundtland
Report”, named after Mr. Gro Harlem
Brundtland, who was Norway’s prime
minister and the chair of the
commission back then.
That report defines sustainable
development as: “a development process
that meets the needs of the present without
compromising the ability of future
generations to meet their own needs”.
That is a development that is
environmentally friendly, socially fair
and that brings an economic growth.
Green Marketing (GM)
Shortly, marketing in general can be
defined as “meeting needs profitably”1.
The term profitable should be looked
at from both customer and producer
sides. Any given producer would like
to maximize profits while consumers
maximize utility. For that to happen,
there is a new factor to consider:
Nature. Nature is for both consumers
and producers the host, and the
1 P. Kotler, K.L. Keller, Marketing Management,
12th Edition Page5 [2]
4
supplier of goods and raw materials.
Maximizing utility will also mean then
having that “host” forever if possible:
in other words “sustain” our “host”.
That is where “Green Marketing”
comes into action. The glossary of
“www.SustainableMarketing.com”
defines green marketing as “Marketing
based on the promotion of the
environmental attributes of a product”2.
This is unfortunately where many
definitions stop, while Green
Marketing is in fact more than only
promotion of environmental friendly
products. In “An Introduction to Green
Marketing” [1], Michael J. Polonski
recalls a definition of green marketing
as “all activities designed to generate and
facilitate any exchanges intended to satisfy
human needs or wants, such that the
satisfaction of these needs and wants
occurs, with minimal detrimental impact
on the natural environment”. This
definition implies more an interaction
between humans and their living
environment early mentioned in the
introduction as “host”. To reinforce
this concept of green marketing and to
link it to sustainable development, one
2 Web Glossary of Marketing terms,
www.sustainablemarketing.com. Full address See
[3]
can quote the article of Peattie (2001)
“Toward Sustainability: The Third Age of
Green Marketing” [13] in which he
describes the evolution of the concept
of green marketing. Today, Green
Marketing should easily be replaceable
by the term “Sustainable Marketing”
since it involves social principles as
well, making it even closer to the
concept of sustainability. Moreover
one can quote Peattie (1995) defining
green marketing as “The holistic
management process responsible for
identifying, anticipating and satisfying the
needs of customers and society, in a
profitable and sustainable way”. In the
same direction Fuller (1999) defines
sustainable marketing as “the process of
planning, implementing and controlling
the development, pricing, promotion, and
distribution of products in a manner that
satisfies the following three criteria: (1)
customer needs are met, (2) organizational
goals are attained, and (3) the process is
compatible with eco-systems.”3 These
definitions reinforce the existence of a
strong link between green marketing
and sustainable development; further
in this paper, “Green Marketing” will
be referring to these definitions.
3 Quoted after Ken Peattie, see [5] Page -141
5
Developing Countries (DCs)
If one can define the possible behaviors
regarding the health of our natural
environment, three major ones would
probably be mentioned: A curative
behavior “pollute and bear the cost”, a
preventive behavior “spend not to
pollute” and a position in between.
Like for conventional marketing,
analyzing and understanding the
market environment is of a major
importance for green marketing. Most
DCs have some characteristics [4] that
make of them important and strategic
targets for green marketing. These are:
poverty4, low industrialization
(consumer societies), high dependence
on agricultural products (nature highly
exploited daily), high dependence on
the export of primary product and
natural resources. Added to these
characteristics are the low level of
education, the health and wealth
problems and the social and
economical disparities. Putting all this
together will put the majority of
humans living in DCs between the
level one and three of the Maslow’s
4 The World Bank defines Poverty as living with
less than two US Dollars per day.
Hierarchy of Needs5. Such a position
can only leads to a “consumer
behavior”6 that is particularly hostile
for the environment.
This brief description of developing
countries and the indicators of
sustainable development of the United
Nation Commission on Sustainable
Development7 indicate that strong
actions are needed in developing
countries. The right Green Marketing
strategies will surely be one of those
actions.
Green Marketing and Stakeholders in DCs For green marketing to contribute to
sustainable development in DCs there
is a variety of stakeholders to identify;
their attributes, influence and duties
should be well known. In the case of
GM for SD in Developing Countries,
one should point the followings
stakeholders:
NATURE (our living environment):
From the Stone Age on, humans used
5 These needs are Social needs (3), Safety Need (2),
Physiological needs (1). Kotler & Keller, Page 185. 6 “Consumer behavior is the study of how
individuals, groups, and organizations select, buy, use and dispose of goods, services, idea or
experiences to satisfy their needs and wants” Kotler
& Keller Page 173. 7 These are Environmental, Social, Economical and
Institutional indicators of Sustainable Development.
See [6] Pages 3-5
6
the nature for their physiological
needs. Today it is being used for all the
five needs of the Maslow’s Hierarchy.
In the 1960’s and the early 1970’s some
books like “Limits to Growth” of the
Club of Rome or “Silent Spring” of
Rachel Carson called human’s
attention about environmental
problems [5]. This was as Ken Peatties
named “the first age” of environmental
marketing, or the beginning. Today
and for at least the last decade, one can
feel and hear “Mother Nature”
speaking via catastrophes, climate
change, global warming and other
natural disasters. These voices are
strong enough for “deaf humans” to
hear.
CONSUMERS (Buyers): Markets exist
because there are needs to be satisfied.
The consumers drive the production
and in the case of SD through GM in
developing countries, local consumer
behavior is of a capital importance.
Equally important is the behavior of
international buyers since the
economies of DCs is often based on
export. Today this point is even more
critical if we consider the fact that the
environmental quality is now a must
when it comes to exporting product in
developed countries.
SUPPLIERS: Even if they are
responding to a certain demands
producers can decide which
environment responsibilities they
would like to consider. This means a
choice between strategic greening
(fundamental changes in the company’s
corporate philosophy), quasi-strategic
greening (substantial changes in business
practices) or just a tactical greening
(shift in functional activities)8. They
should be motivated to play an active
role in the implementation of the
concept of sustainable development,
by offering a broader choice to
customers and implement economical
and social standards (even when those
are not compulsory).
LOCAL POPULATIONS: When
“Mother Nature” speaks, they are the
one that suffers and bear the costs.
Some impacts of the environmental
problems are local and others are
global. The local ones can affect the
way consumers behave. Moreover,
local populations are the one to be in
8 Polonsky, M.J.; Rosenberg III, P. J. (2001) define
these positions as the three levels of Environmental
Marketing. Each of them corresponds to a different
level of implication (Design, Pricing, Promotion
and Logistic) of companies: see [7].
7
the front line especially in developing
countries to fight for a sustainable
development. They are with Mother
Nature the primary beneficiary of a
sustainable world. They need to know
that in order to change their
“consumer behavior”.
Non Governmental Organizations
(NGOs): They represent local
communities and their interest. In
developing countries, they are
important because they are formed of
groups of persons able to understand
the issues being discussed locally or
externally. This is a small solution for
the problem of such as analphabetism
or misinformation in DCs.
INTERNATIONAL
ORGANIZATIONS (Green and Social
Movements): They represent the local
and internationals communities
socially and they are the second voice
of “Mother Nature”. Green movements
and international organizations
(United Nation’s bodies like United
Nations Environmental Protection
Agency and United Nation Council for
Sustainable Development) are there to
act as a regulators, guardians and
consultant for a “Sustainable World”.
GOVERNMENTS: They are the main
referees in the local sphere (Countries
or State). They should create a
macroeconomic platform that allows
transparence and free development of
ideas toward SD, and create and
market incentives for local
communities and businesses to go
“Green”. They have to develop for
communities and companies incentives
to participate in the sustainability
effort, like taxes, subsidies and other
sort of rewards (material or non
material).
CREDITORS: For DCs creditors play a
key role in the sustainability process.
Poverty has been mentioned as a
characteristic of DCs. This implies that
there is a problem of development
funds. OECD (Organization for
Economic Cooperation and
Development) countries, the IMF
(International Monetary Fund), the
World Bank, the Asian Development
Banks and the European Union are the
main fund sources for DCs. Today and
more than ever, DCs need their
expertise, some regulatory frameworks
8
(without pressure)9 and their most of
all logistic and financial help to stay or
start a Sustainable Development path.
There are other stakeholders like
scientists (they drive the research and
development in all field and
innovation), media (they inform or
misinform others), employees (salaries
and opportunities are their interests),
legal Systems (enforcement of
regulations…), and companies’
shareholders (they want to maximize
profit while keeping a good image)
that play an important role as well and
they all need to be identified, analyzed
and addressed properly.
Green Marketing for Sustainable Development in DCs “Green marketing must satisfy two
objectives: improved environmental quality
and customer satisfaction”: Ottman,
Stafford, Hartman (2006)10. The overall
goal is to promote the concept of
“sustainability” in DCs, using as battle
horse GM. It this case the sellers are
governments of DCs and the buyers
are firms and communities. This means
9 This help should not be used by donors as
pressure for unsustainable practices or as a new
form of colonization. 10 See [8], Page - 24
that the objective is clear: Governments
need to influence or change the
consumer behavior to drive or turn
them into “sustainable consumers”.
Strategy:
A: Adapt the “Stakeholder Theory”11
to the case of GM for SD in DCs (this
means government in the center
position instead of firms) and B: Fight
and kill the “Green Marketing
Myopia”12 by the right communication
strategy like the “AIDA” that will be
explained in this section. The very first
step will be for the government to
identify the stakeholders. This was
done in the previous section of this
document. The following diagram
illustrates the interactions13 between
the different stakeholders from
government’s prospective in DCs.
11 Polonsky showed how this theory works for
green marketing. See [9] 12 “misjudging either or overemphasizing the
former at the expense of the latter” is called “Green
Marketing Myopia” see [8], Page - 24 13 The direction of the arrows describes the
direction of the influence. Double arrows means the
influence is both ways. The dashed green arrows
describe the interactions directly connected to the
environmental protection and the others are more
social and economically oriented.
9
Diagram 1: Green Marketing for Sustainable Development in Developing Countries: Stakeholders
and their interactions. Source: Self Prepared
The diagram 1 shows that the interactions are multi-directional and in a high
number. Thus, like for products and services, marketing communication14 has the key
role to play for the promotion of sustainable development.
14 “Marketing communications are the means by which firms attempt to inform, persuade, and remind
consumers (directly or indirectly) about the products and brands that they are selling” Kotler P. & Keller K.L.
[2] Page - 536
GOVERNMENTS of
DCs
CREDITORS and
DONORS UN and other International
Organizations International
Customers
MOTHER
NATURE
NGOs and National Green
Movements
Local
Communities
SUPPLIERS &
INDUSTRY
Local Customers
Local
Stakeholders
External Stakeholders
MOTHER
NATURE MOTHER
NATURE
10
AIDA (Awareness – Interest – Desire
– Action) [10] is a communication tool
that is described in (2001) Kotler &
Amstrong‘s book “Principle of
Marketing”. To avoid GM Myopia,
AIDA will be used as follow:
Awareness: The financial and
transparency problems make things
difficult in DCs when it comes to
communication. This should be
improved with donors helps (capital is
needed). Communities should be
informed about the concept of
sustainability, educated about the
issues related to environmental
problems regionally and nationally.
On the other hands, firms and
industries should be informed about
the same issues and more over about
the existence and the implementation
of Environmental, Health, Social and
Quality standards. For such purposes,
different communication channels
should be used: Mass mediums (TV,
radio), internet, education (schools and
universities), “word of mouth”, audits,
environmental fairs or events.
Interest: Once people are aware of
environmental and social issues
surrounding them, it is important to
trigger some interest with closer
information campaigns. This will give
them details like how their health and
wealth are affected by the situation in
order to generate interest. This should
include the followings: a clear
statement of environmental benefits, a
better explanation about
environmental characteristics, a
transparency about the pros and cons
and a justification of comparative
differences. To help in this phase, the
same communication channel (as for
“interest”) should be used.
Desire: the desire trigger will certainly
be different from consumer to
producer. However both consumers
and producers would like to be better
off. It means that both should clearly
see their advantages in going “green”,
in many levels (environmentally,
socially and economically). For this,
government should create incentives
(rewards, subsidies, green taxes on
consumptions, research facilities…) to
“green” the firms and to change the
consumer behaviors of communities.
Action: Once the first three steps are
properly achieved, communities will
go “green” because it is better for
them, because it is more sustainable
and because they see some
11
opportunities rather than losses. Firms
will go “green” because of the “new
green demand”, because of the new
regulations and most of all because
they see more profit (short and long
term). Important at this point will be
the availability of some benchmarking
method from the government and the
external stakeholder to keep the whole
process running.
Opportunities from going for a “sustainable consumption”
Sustainable consumption will have a
chain reaction and produce some
benefits for the countries. These
benefits are:
Capital: Donors are more willing to
help if the recipient countries are
adopting sustainable practices15. More
over for poverty reductions financial
institutions like the IMF, the World
Bank, the Asian Development Bank
etc… require today from aid or loan
recipients to show sustainable
practices16 (more transparency,
15 A guideline of Donor Supports was written by the
Development Assistance Committee of the OECD
in which sustainable practices are recommended.
See [12] 16 An example is the HIPC (Highly Indebted and
Poor Countries) initiative launched in 1996 by the
IMF and the World Bank. With this project external
debt of qualified countries were (or will be reduced)
if some major changes are made toward
sustainability in the countries. see [13]
environmental care, health and safety
measures for instance)
Bigger Market: Reputation and Image
is needed when it comes to the
international market. Green
movements and government’s
pressures in developed countries
(major importers of DCs’ products)
made sustainability practices a MUST.
To show corporate governance and
ethics, the firms in developed countries
require today from their suppliers (in
DCs) high standards. This has been a
problem for developing or poor
countries (low qualities, low social,
health and environmental standards,
bad image) for decades as commented
by Chong Ju Cho (1992) [11]. With green
marketing promoting sustainable
practices, a better image will be created
by DCs and their industries will enjoy
competitiveness in the international
market.
Health: with a better environmental
qualities and sustainable practices like
waste management and control, there
will be fewer diseases from the air or
the water or education problems. This
will be a critical turning point in DCs
since such diseases (malaria,
tuberculosis, aids or cholera) are the
12
main causes of death rate. Moreover,
the extra funds that governments
receive from creditors can also help to
build health care centers in rural area
or finance education and information
about “dos and don’ts” for health and
safety.
Employment: Sustainability will bring
along new businesses and other
portfolios (innovation mainly). With
them, employment opportunities will
be created by “green products and
services” such as consultancy,
Ecological and regular tourism. Other
jobs offers will be raised in the forestry
management sector, environmental
management, water and waste
management, waste treatment plants,
education, information and
technology.
Social Security: more than jobs,
sustainability means also “social
responsibility” or “corporate
governance” from the government and
firms. This will diminish the income
disparities and hence the gap between
rich and poor or even better social
disparities as a whole. This is also “NO
CHILD LABOR”, no discriminations
from sex, religions or other grounds.
Productivity and Efficiency: With
investment in research, and with the
“know how” of the developed
countries (development partners), the
productivity and efficiency will
increase in the industrial sector of DCs.
This means competitiveness locally
and internationally.
Micro-development: More of such
opportunities in smaller scales.
Peasants in villages or rural areas will
surely be better off if the produce
together and for more than just family
consumption. Cost of fertilizers can be
solved with small scale waste
management (to produce compost for
instance). Furthermore, recycling will
not only provide job in all levels but
also a better air to breathe, cheaper
furniture and healthier lives.
The Proof: Some examples
Ecological Tourism17 in DCs: Tourism
is an activity known for generation of
revenues in many sectors. It develops
(when well organized) the
transportation industry (road,
railways, automotive…), the real estate
17 The International Ecotourism Society defines
Ecotourism as “responsible travel to natural areas
that conserves the environment and improves the
well-being of local people” see[14]
13
(hostel, accommodation), the
communication. The late or (lack of)
industrial development in DCs saved
natural sites of values. Some of them
are declared today “World Heritage”
and thus protected.
Africa is still known as the “wild”
continents for many. The cultural and
natural diversity available in the
continent make of ecotourism the
potential for the future. “Ecotourism
propels development, but it social
acceptance depends on the economical
opportunities generated for local
communities” stated Frances E. Vieta
(1998) [15].
Based on the World Tourism
Organization statistics, approximately
440 areas are protected (this is around
2.6 million square hectare). Some direct
examples of benefits of ecotourism in
Africa are in Ghana [16]: Kakum
National Park (over 30meters above
the ground), with revenues estimated
over $108000 in 1988 for a local trust
fund to finance sustainable
development projects for local
communities; In Kenya, Zimbabwe,
South African, Madagascar and
Angola tourism (and particularly
ecotourism) represent a major source
of income for the states and local
communities.
Similar examples of benefit of
ecotourism can be found in countries
like Malaysia, Singapore, India, Brazil
and many other developing and poor
countries worldwide.
Agriculture is for most of developing
countries the main or first source of
incomes. But the lack of technology
and finances has kept that activity less
efficient and thus less rewarding. With
better sustainable practices,
developing countries will attract more
foreign help and expertise (needed) to
be able to level other producers
(competitors). An example of
sustainable practice that speeded the
development process is the “ethanol
phenomenon” in Brazil; it brought to
the country new opportunities with
employment and pollution reduction18.
The power of agriculture in Brazil is
not to be proven and nobody will
disagree to the statement that other
developing countries should follow
such an example of sustainable growth
18 Less emissions from the automotive sector since
cars could be powered by ethanol of bio-fuels
14
through agriculture and
environmentally friendly attitude.
Summary The doubt about the close relationship
between “Green Marketing” or
“sustainable marketing” and
“Sustainable Development” is certainly
cleared by this paper. The strategy
proposed in this literature is simply a
combination and adaptation of the
stakeholder theory discussed by
Polonsky [9] and the fight against the
“Green Marketing Myopia” discussed
by Ottman, Stafford and Hartman [8],
with as communication tool the
“AIDA” model of Kotler and
Armstrong [10]. The result can only be
the set of opportunities as illustrated
by examples in the previous sections
(“opportunities for going green” and
“The Proof: some examples”). A
summary of all that is the following
diagram showing the outcomes of the
GM strategy propose in this text.
15
Diagram 2: Outcomes of the proposed GM strategy for SD in DCs. Source: Self prepared19
This shows that there are benefits for developing countries in changing their course
in favor of a sustainable consumption. The governments in DCs should put enough
effort into green marketing strategies and “green” consumers and producers. As it is
shown and described in the diagram 1 and 2, the government plays the central role,
but the irrevocable truth stays that foreign help is needed from donors and creditors
in terms of logistic, expertise and most of all finances. Green Marketing is surely one
of the solutions to address sustainable development issues in developing countries.
19 This diagram is a copy of the diagram on page 8 with additionally the benefits of green marketing (in callouts).
The callouts are place according to the origins of the benefits as discussed in the previous paragraphs.
GOVERNMENTS
of DCs
CREDITORS
and DONORSUN and other
International
Organizations
International
Customers
MOTHER
NATURE
NGOs and
National Green
Movements
Local
Communities
SUPPLIERS &
INDUSTRY
Local
Customers
Local
Stakeholders
s
External
Stakeholders
MOTHER
NATURE
MOTHER
NATURE
GOVERNMENTS
of DCs
CREDITORS
and DONORSUN and other
International
Organizations
International
Customers
MOTHER
NATURE
NGOs and
National Green
Movements
Local
Communities
SUPPLIERS &
INDUSTRY
Local
Customers
Local
Stakeholders
s
External
Stakeholders
MOTHER
NATURE
MOTHER
NATURE
GOVERNMENTS
of DCs
CREDITORS
and DONORSUN and other
International
Organizations
International
Customers
MOTHER
NATURE
NGOs and
National Green
Movements
Local
Communities
SUPPLIERS &
INDUSTRY
Local
Customers
Local
Stakeholders
s
External
Stakeholders
MOTHER
NATURE
MOTHER
NATURE
New products, better quality
Bigger market, competitiveness
CAPITAL form
creditors or
donors
Higher
environmental
and social
standards
Social Security,
Employment, Safety,
health... WEALTH
BETTER and SAFER place to live TODAY and TOMORROW
16
Literature and Sources
[1] Polonsky, Michael J. (1994): “An
Introduction to Green Marketing”,
ELECTRONIC GREEN JOURNAL,
ISSN: 1076-7975 vol. 1, issue 2, 1994
[2] Kotler, Philip; Keller, Kevin L.
(2006): “Marketing Management 12e”,
12th Edition, New Jersey-USA: Prentice
Hall, Pages 5, 12, 73-97,536
[3] Sustainable Marketing webpage,
Section: Member’s Glossary. Link:
http://www.sustainablemarketing.co
m/index.php?option=com_glossary&c
atid=78&func=display&search=green+
marketing , retrieved on September 26-
2006
[4] Naftiger, E. Wayne (1997): “The
economics of developing countries”,
3rd Edition, USA: Prentice Hall, Page13
[5] Peattie, Ken. (2001) “Toward
Sustainability: The Third Age of Green
Marketing”, THE MARKETING
REVIEW, ISSN: 1472-1384, Issue 2,
2001, Pages 129-146, Publisher
Westburn Publishers Ltd, UK
[6] UNDP DESA (1995) “Indicators of
Sustainable development: Guidelines
and Methodology”, URL:
http://www.un.org/esa/sustdev/natl
info/indicators/indisd/indisd-
mg2001.pdf, Retrieve on June 28-2006
[7] Polonsky, M. J.;Rosenberger III,
P.J. (2001): “Reevaluation Green
Marketing: A Strategic Approach”.
October, pp. 21-30, Publisher: Business
Horizons September
[8] Ottman, J. A.; Stafford E. R.;
Hartman C. L. (2006) “Avoiding Green
Marketing Myopia” ENVIRONMENT,
Volume 48, Number 5, Pages 22—36,
June 2006. Publisher: Heldref
Publications.
[9] Polansky, Michael J. (1995) “A
stakeholder theory approach to
designing environmental marketing
strategy” JOURNAL OF BUSINESS &
INDUSTRIAL MARKETING Vol. 10
No. 3 1995, Pages 29-46. Publisher:
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