THE ROLE AND IMPORTANCE OF “ECO-PROACTIVE” MARKETING STRATEGIES IN THE INTERNATIONAL MARKET
Abstract
This study analyzes the significance of eco-proactive marketing strategies within the context of international marketing. The main focus is on the potential of ecological approaches to reduce the feeling of “foreignness” when entering overseas markets. Although eco-proactive marketing has not yet developed into a fully established theoretical framework, it has become one of the relevant topics in marketing research in recent years. However, there is a lack of sufficient scientific studies on how this strategy influences consumer behavior through the company’s image, especially in terms of legitimacy and consumer identity congruence.
References
1. Baker, W. E., and Sinkula, J. M. (2005). Environmental marketing strategy and f irm performance: Effects on new product performance and market share. Journal of the academy of marketing science, 33(4), 461-475.
2. Banerjee, S. B., Iyer, E. S., and Kashyap, R. K. (2003). Corporate environmentalism: Antecedents and influence of industry type. Journal of marketing, 67(2), 106-122.
3. Chakravorti, B. (2017). How companies can champion sustainable. Harvard Business Review., https://hbr.org/2017/03/how-companies-can-championsustainable-development.
4. Chen, Y. S., Lin, C. L., and Chang, C. H. (2014). The influence of greenwash on green word-of-mouth (green WOM): The mediation effects of green perceived quality and green satisfaction. Quality and Quantity, 48(2014), 2411-2425.
5. Cronin, J. J., Smith, J. S., Gleim, M. R., Ramirez, E., & Martinez, J. D. (2011). Green marketing strategies: an examination of stakeholders and the opportunities they present. Journal of the Academy of Marketing Science, 39(2011), 158-174.
6. Gaur, A. S., Kumar, V., & Sarathy, R. (2011). Liability of foreignness and internationalisation of emerging market firms. In Devinney, T. M., Pedersen, T. & Tihanyi, L. (eds.), Advances in International Management: The Past, Present and Future of International Business an Management, Volume 24, New York, NY: Emerald.
7. Kobrin, S. J. (2017). Bricks and mortar in a borderless world: Globalization, the backlash, and the multinational enterprise. Global Strategy Journal, 7(2), 159-171.
8. Menon, A., and Menon, A. (1997). Enviropreneurial marketing strategy: The emergence of corporate environmentalism as market strategy. Journal of marketing, 61(1), 51-67.
9. Miles, M. P., and Covin, J. G. (2000). Environmental marketing: A source of reputational, competitive, and financial advantage. Journal of business ethics, 23(2000), 299-311.
10. Nguyen, Y. H., and Nguyen, H. V. (2020). An alternative view of the millennial green product purchase: the roles of online product review and self-image congruence. Asia Pacific Journal of Marketing and Logistics, 33(1), 231249.
11. Polonsky, M. J. (2011). Transformative green marketing: Impediments and opportunities. Journal of business research, 64(12), 1311-1319.
12. Porter, M. E., and Kramer, M. R. (2006). The link between competitive advantage and corporate social responsibility. Harvard business review, 84(12), 78-92.
13. Rahbar, E., and Wahid, N. A. (2011). Investigation of green marketing tools’ effect on consumers’ purchase behavior. Business strategy series, 12(2), 73-83.
14. Randrianasolo, A. (2021)., Employing enviropreneurial marketing strategies to gain legitimacy. Journal of Global Marketing, 34(2). 131-145.
15. Song-Turner, H., and Polonsky, M. (2016). Enviropreneurial marketing in greening corporate activities: Evidence from four Chinese green firms. European business review, 28(5), 506-531.
16. Suchman, M. C. (1995). Managing legitimacy: Strategic and institutional approaches. Academy of management review, 20(3), 571-610.
17. Varadarajan, P. R. (1992). Marketing’s contribution to strategy: The view from a different looking glass. Journal of the Academy of Marketing Science, 20(4), 335-343.
18. Varadarajan, P. R., & Menon, A. (1988). Cause-related marketing: A coalignment of marketing strategy and corporate philanthropy. Journal of marketing, 52(3), 58-74.
19. Wu, S. I., and Chen, Y. J. (2014). The impact of green marketing and perceived innovation on purchase intention for green products. International Journal of Marketing Studies, 6(5), 81-100.
20. Yang, Z., Su, C., & Fam, K. S. (2012). Dealing with institutional distances in international marketing channels: Governance strategies that engender legitimacy and efficiency. Journal of Marketing, 76(3), 41-55.
