International green marketing

Purpose The market of ecological products is growing exponentially at global level, however, there are very few studies focused on the international marketing strategies of eco‐firms. Seeks to address the issues. Design/methodology/approach On the basis of the information collected during interviews conducted with six British and six Romanian eco‐firms with international activity, the main opportunities and challenges for international green marketing are identified and analysed. Findings The findings show important differences between the Romanian and the British firms, mainly determined by the level of development of their domestic market. The Romanian firms usually export ecological products using foreign agents, while the British firms sell internationally using their own brand name and attempting to control the foreign distribution channels. The similarity of the foreign market selection process applied by the UK eco‐firms has allowed the development of a tentative theoretical framework in the second part of the paper. Originality/value The paper provides insights into the issues surrounding the marketing of ecological products in the international marketplace.