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    Research Into Environmental Marketing

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    amilapg
    Management

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd

    Research Into Environmental Marketing

    Uploaded by

    amilapg
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    Management

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    © © All Rights Reserved

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    Management

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    0 views1 page

    Research Into Environmental Marketing

    Uploaded by

    amilapg
    Management

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 1

    Research into environmental marketing/management: a bibliographic analysis

    Purpose

    This study seeks to identify, synthesize, and evaluate extant research on environmental marketing and
    management, with the ultimate aim of unveiling trends in this field. Specifically, it aims to focus on: the
    characteristics of authors and manuscripts written on the subject; the methodological aspects of
    empirical studies, in terms of design, scope and methodology; and the thematic areas tackled, as well as
    the specific issues raised within each area.

    Design/methodology/approach

    Relevant articles were identified using both electronic and manual bibliographic search methods.
    Altogether, 530 articles were identified in 119 academic journals published during the period 1969‐2008.
    Each article was content‐analyzed along six major dimensions, namely authorship profile, manuscript
    characteristics, research design, scope of research, research methodology, and topical area.

    Findings

    Overall, it was revealed that this body of research has undergone a serious transformation, moving from
    an early stage of identification and exploration to a more advanced phase characterized by greater
    maturity and rigour. This is demonstrated by: the tendency for more multi‐authored, cross‐cultural, and
    inter‐disciplinary collaborative efforts; the increasing length in manuscript size and number of references
    over time; the growing sophistication of research designs, gradually placing emphasis on formalized and
    causal structures; the expanded scope of research, covering a wide range of countries, industries, and
    products, as well as firms of different status, size, and geographic focus; the tendency to use probability
    sampling designs, obtain high response rates, secure large sample sizes, and apply advanced statistical
    analysis; and the great diversity and in‐depth coverage of the topics examined.

    Research limitations/implications

    Although a meta‐analytical or bibliometric assessment could yield more quantitative insights, the
    fragmented nature of this type of research made the adoption of a bibliographic analysis a more
    appropriate approach. Various conceptual, methodological, and empirical implications are extracted
    from the study findings, while certain streams of research requiring further attention in the future were
    identified.

    Originality/value

    Although research on environmental marketing/management has experienced an exponential growth in


    the last decades, as a result of intensifying government, public, and company concern, it has been
    criticised for being too fragmented, widely diverse, and non‐programmatic to yield an all‐round picture
    of trends in the subject. This study provides one of the few attempts to identify, consolidate, and
    evaluate extant knowledge on the subject in a systematic and integrative manner. In doing so, it would
    provide a reference point that could stimulate and guide future research on the subject, helping in this
    way the discipline's theoretical advancement and practical development.

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