TY - JOUR
T1 - Green marketing
T2 - Are environmental and social objectives compatible with profit maximization?
AU - Woolverton, Andrea
AU - Dimitri, Carolyn
PY - 2010/6
Y1 - 2010/6
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=77952429318&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=77952429318&partnerID=8YFLogxK
U2 - 10.1017/S1742170510000128
DO - 10.1017/S1742170510000128
M3 - Article
AN - SCOPUS:77952429318
SN - 1742-1705
VL - 25
SP - 90
EP - 98
JO - Renewable Agriculture and Food Systems
JF - Renewable Agriculture and Food Systems
IS - 2
ER -