Green Marketing Orientation: Introducing a New Construct

The literature reflects little effort to develop a framework that embodies all organizational prerequisites that companies should satisfy in order to build a green marketing strategy. The authors synthesize knowledge on the subject and provide a foundation for future research by introducing the construct of Green Marketing Orientation, the organizational perspective of green marketing, and delineating its basic dimensions. The paper draws on the occasional writings on the subject over the last 20 years, work in related disciplines, and 22 in-depth interviews with key informants in diverse organizations, aiming to provide a foundation for the systematic development of a theory of green marketing orientation.