Green marketing orientation: Conceptualization, scale development and validation

Karolos Konstantinos Papadas*, George J. Avlonitis, Marylyn Carrigan

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

239 Citations (Scopus)
974 Downloads (Pure)


As green marketing becomes an essential tool for sustainable business strategy, companies are adopting green marketing practices to achieve better business performance. However, no research has yet operationalized all the organizational facets that are necessary to become a green marketing oriented company. To address this omission, following the literature in measurement theory, this investigation reports a series of 4 studies and develops a scale to capture the holistic approach of green marketing. This study introduces the construct of green marketing orientation, which comprises three dimensions: strategic green marketing orientation, tactical green marketing orientation and internal green marketing orientation. The scale shows internal consistency, reliability, construct validity and nomological validity. Directions for future research and managerial implications of the new construct are discussed.

Original languageEnglish
Pages (from-to)236-246
Number of pages11
JournalJournal of Business Research
Early online date29 May 2017
Publication statusPublished - Nov 2017


  • Environmental
  • Green marketing
  • Marketing strategy
  • Scale development
  • Sustainability
  • Transformative marketing

ASJC Scopus subject areas

  • Marketing


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