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Journal cover: Journal of Consumer Marketing

Journal of Consumer Marketing

ISSN: 0736-3761

Online from: 1984

Subject Area: Marketing

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Using strategic alliances to develop credible green marketing


Document Information:
Title:Using strategic alliances to develop credible green marketing
Author(s):Nicola Mendleson, (Manager, Product Endorsement Program ACF Enterprises (a subsidiary of the Australian Conservation Foundation), Australia), Michael Jay Polonsky, (Lecturer in Marketing at The University of Newcastle, Australia)
Citation:Nicola Mendleson, Michael Jay Polonsky, (1995) "Using strategic alliances to develop credible green marketing", Journal of Consumer Marketing, Vol. 12 Iss: 2, pp.4 - 18
Keywords:Alliances, Consumer attitudes, Consumer behaviour, Environment, Green marketing, Image, Marketing strategy, Publicity
Article type:Research Paper
DOI:10.1108/07363769510084867 (Permanent URL)
Publisher:MCB UP Ltd
Abstract:Manufacturers of consumer goods face various problems when they attempt to integrate environmental attributes into their marketing mix. In many cases the inclusion of environmental issues in the marketing mix is largely motivated by the organization's desire to address consumers' increasing level of environmental awareness. However, producers face three problems when they attempt to utilize environmental marketing: a lack of credibility; consumer cynicism; consumer confusion over claims. Strategic alliances with environmental groups can assist manufacturers of consumer goods to overcome these problems, as well as provide other advantages. These other advantages are: increased consumer reliability in green products and their claims; increased access to environmental information; increased access to new markets; publicity and reduced public criticism; and education of consumers about key environmental issues relating to a firm's product. To achieve these benefits, producers need to follow a careful selection process when choosing an environmental strategic alliance partner. This selection process includes: determine alliance objectives; specify outcomes desired; and determine the fit between the organization, environmental group, and target market.



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