Papadas, Karolos orcid.org/0000-0002-1447-1108, Piha, Lamprini, Davvetas, Vasileios et al. (1 more author) (2024) Strategizing green marketing in times of uncertainty: does it pay off? European Journal of Marketing. ISSN 0309-0566
Abstract
Purpose – This research investigates the impact of green marketing strategy (GMS) and firms’ decision to invest in or divest from green marketing activities during a crisis on business performance. Design/methodology/approach – The study collected survey data from 245 Greek firms during the 2015 Eurozone crisis to investigate the impact of GMS and green marketing investments on firm resilience during crisis. Time-lagged, objective performance data for a subset of these firms helped examine the impact of GMS on post-crisis financial performance. Findings – Pursuing a GMS builds resilience, especially for companies that decided not to reduce resources allocated to green marketing activities during a recession. Beyond resilience, firms investing in GMS during the crisis experienced improved financial performance in the long run. Finally, this research proposes a typology of GMS responses during a crisis. Research limitations/implications – This study does not specify which types of green marketing activities lead to more investment or divestment during a crisis. Practical implications – The study offers insights for allocating resources to green marketing during recessions. Supporting GMSs during unpredictable times is important to successfully navigate performance both during and after a crisis. Six crisis response profiles are offered: (green- non-believers, dis-investors, reluctants and cautious-, opportunistic-, strategic- green investors). Social implications – The study proposes a balanced approach to environmental sustainability, marketing strategy, and firm performance during a crisis. Originality/value – The study argues that GMSs enables firms to survive a crisis and recover from financial shocks.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | This is an author-produced version of the published paper. Uploaded in accordance with the University’s Research Publications and Open Access policy. |
Keywords: | Green marketing strategy,Uncertainty,Sustainability,Resilience,Financial performance |
Dates: |
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Institution: | The University of York |
Academic Units: | The University of York > Faculty of Social Sciences (York) > The York Management School |
Depositing User: | Pure (York) |
Date Deposited: | 02 Sep 2024 16:20 |
Last Modified: | 06 Jan 2025 11:40 |
Published Version: | https://doi.org/10.1108/EJM-07-2023-0534 |
Status: | Published |
Refereed: | Yes |
Identification Number: | 10.1108/EJM-07-2023-0534 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:216766 |
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