Green Marketing and a Broader Stakeholder Orientation

Abstract

[eng] This article examines the compatibility of marketing strategies oriented to satisfy a particular stakeholder demand-namely, the protection of the natural environment¿and strategies more aligned with a broad responsibility to multiple stakeholders. Instrumental stakeholder literature indicates that companies often need to prioritize the demands of different stakeholder groups when they have conflicting interests. At the same time, developments in the marketing field emphasize the importance of company responsibility to this broad spectrum of stakeholders. Thus, this article raises the question whether companies are prioritizing environmental groups over other stakeholders when engaging in green marketing or are embedding green marketing into a broader stakeholder orientation. The results of a survey of 507 Spanish companies reveal the feasibility of a broad stakeholder orientation within a green marketing strategy. These findings have encouraging implications for advocates of companies creating stakeholder value more broadly, as well as for successful green communications.