Green marketing: Are environmental and social objectives compatible with profit maximization?

Andrea Woolverton, Carolyn Dimitri

Research output: Contribution to journalArticle

Abstract

Along with others, we recognize the impact of human action on environmental quality. At the same time, we note that businesses have entered the green market. The goal of this paper is to open a discussion about green marketing. We raise questions regarding how firm governance impacts the ability of firms to incorporate environmental objectives into profit maximization. Additionally, we discuss the green marketing strategies that firms have chosen to use, as well as public and private options available for eco-label monitoring and enforcement to avoid additional consumer confusion.

Original languageEnglish (US)
Pages (from-to)90-98
Number of pages9
JournalRenewable Agriculture and Food Systems
Volume25
Issue number2
DOIs
StatePublished - Jun 2010

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profit maximization
Marketing
marketing
ecolabeling
marketing strategies
environmental quality
governance
anthropogenic activities
markets
monitoring

ASJC Scopus subject areas

  • Agronomy and Crop Science
  • Food Science

Cite this

Green marketing : Are environmental and social objectives compatible with profit maximization? / Woolverton, Andrea; Dimitri, Carolyn.

In: Renewable Agriculture and Food Systems, Vol. 25, No. 2, 06.2010, p. 90-98.

Research output: Contribution to journalArticle

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