La importancia del factor medioambiental en las estrategias corporativa y de marketing: una aplicación al sector de bienes de consumo

  • Rafael Bravo Gil
  • Elena Fraj Andrés
  • Eva Martínez Salinas
Keywords: Corporate Environmentalism, consumer goods sector, environmental strategies, structural equations modelling,

Abstract

Last years, companies are beginning to consider the environmental factor in its corporative and marketing strategic decisions. In this context, the purpose of this study is to analyse the main pressure factor of this new philosophy of business. For it, the «Corporate Environmentalism» concept has been introduced (Banerjee, 2002). And it is proposed a model in which the environmental orientation and strategy are depicted. The information has been obtained from 81 personal interviews to companies that belong to the consumer goods sector. Results show that firms are aware of its environmental responsibility, but this factor does not constitute a priority yet that be reflected in all its decisions. Besides, the main determinants of this commitment are the social pressure, competitive advantages and the management awareness.

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Published
2006-01-13
How to Cite
Bravo Gil R., Fraj Andrés E. y Martínez Salinas E. (2006). La importancia del factor medioambiental en las estrategias corporativa y de marketing: una aplicación al sector de bienes de consumo. Cuadernos de Estudios Empresariales, 15, 199-224. https://revistas.ucm.es/index.php/CESE/article/view/CESE0505110199A
Issue
No. 15 (2005)
Section
Articles

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