Evolving Paradigm for Environmental Sensitivity in Marketing Programs: A Synthesis of Theory and Practice

Concerns related to the environment are evident in the rapid growth of the environmentally conscious marketplace and its increasing impact on corporate strategists. Drawing from the academic literature and case studies of actual corporate experiences, this article discusses the concept of environmentally-based marketing programs within the context of each element of the marketing mix. Additionally, it discusses issues that are of critical importance in the implementation of the concept, from the perspectives of firm performance and business environment. The managerial implications of adopting environmentally-based marketing programs and concerns relevant to future research in this area are also addressed.