REVISITING GREEN MARKETING STRATEGY FROM STAKEHOLDERS’ PERSPECTIVES: A REVIEW

Abstract

By taking an integrated approach, this study fills a vacuum in the marketing literature by examining the complex relationship between stakeholders and green marketing strategy (GMS). The study progresses through multiple stages, including the creation of a GMS typology, an investigation into managers' prioritization of stakeholders, a review of stakeholders' impact on GMS, and a study of how organizational context shapes managers' views of stakeholders. Using multivariate correlational methods, the research identifies GMS stakeholders, clarifies how they affect firms' strategies, and emphasizes how the firm's organizational features and the economic sector mitigate this influence. The results indicate that the process of "greening" an organization is not linear and has multiple dimensions. It reveals different GMS profiles that give priority to different stakeholders. Furthermore, behavioral, organizational, and perceptual factors are recognized as significant in the GMS's execution. It is recommended that future research endeavors replicate and expand upon this study across various industries and nations in order to investigate contextual differences in the impacts of environmental concerns. By giving businesses a useful self-diagnostic tool to determine whether their environmental attitudes are proactive or reactive, this research advances managerial insights. The research highlights the intricacy involved in implementing GMS, underscoring the significance of comprehending diverse stakeholder priorities and organizational factors in molding environmentally conscious strategies. Moreover, the study recognizes its limitations and proposes directions for future investigation to expand the comprehension of stakeholder impacts on GMS in various settings.

Keywords:  Stakeholder Analysis, Spain Green marketing, Environmental management.