Strategizing green marketing in times of uncertainty: does it pay off?

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

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Item Type: Article
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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:
  • Published: 30 August 2024
  • Accepted: 7 August 2024
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):

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Filename: EJM-Authors_Accepted_Manuscript.docx

Description: EJM-Authors' Accepted Manuscript

Licence: CC-BY 2.5

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