The Relationship between Green Marketing and Firm Reputation: Evidence from Content Analysis

• 발행기관: 한국유통과학회
• 저자명: Eun-Jung WOO
• 간행물 정보: 『The Journal of Asian Finance, Economics and Business(JAFEB)』Vol. 8 No.4, 455~463쪽, 전체 9쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2021.04.30

영문 초록

The purpose of this study is to identify the relationship between firm’s green marketing approach and firm’s reputation improvement among customers. To investigate the object of the current study and provides adequate material to fill a gap in the literature, the current author collected abundant textual data from numerous extant literature. Because the author needed to augment about reliability and validity, textual data from trusted peer-reviewed sources was obtained from numerous databases. Based on a large body of literature, this study suggests that companies have to declare their stand based on their positioning to safeguard their reputation as an entity and that of its products and services. The five components of a company adopting a recognized environmental marketing strategy include product strategy, demand strategy, pricing strategy, distribution strategy, and labeling strategy Thus, firms’ environmental marketing strategies have to be designed with the complete intent of transformation as a solution to enhance their reputation. The current study concludes that the comparison of environmental marketing strategies does not correctly help in ranking the concern in an effective way, and describe the exact details needed in each of the five categories for a company to carry its operations in a sustainable fashion.

목차

1. Introduction

2. Literature Review

3. Method

4. Results

5. Discussion and Conclusion

키워드

Green Marketing Strategic Environmental Management Content Analysis Qualitative Study