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Analyzing the Impact of Green Marketing Strategies on the Financial and Non-Financial Performance of Organizations: The Intellectual Capital Factor

Cristina Raluca G. Popescu

Source Title: Green Marketing as a Positive Driver Toward Business Sustainability

ISBN13: 9781522595588|ISBN10: 1522595589|ISBN13 Softcover: 9781522595595|EISBN13: 9781522595601

DOI: 10.4018/978-1-5225-9558-8.ch008

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MLA

Popescu, Cristina Raluca G. "Analyzing the Impact of Green Marketing Strategies on the Financial and Non-Financial Performance of Organizations: The Intellectual Capital Factor." Green Marketing as a Positive Driver Toward Business Sustainability, edited by Vannie Naidoo and Rahul Verma, IGI Global, 2020, pp. 186-218. https://doi.org/10.4018/978-1-5225-9558-8.ch008

APA

Popescu, C. R. (2020). Analyzing the Impact of Green Marketing Strategies on the Financial and Non-Financial Performance of Organizations: The Intellectual Capital Factor. In V. Naidoo & R. Verma (Eds.), Green Marketing as a Positive Driver Toward Business Sustainability (pp. 186-218). IGI Global. https://doi.org/10.4018/978-1-5225-9558-8.ch008

Chicago

Popescu, Cristina Raluca G. "Analyzing the Impact of Green Marketing Strategies on the Financial and Non-Financial Performance of Organizations: The Intellectual Capital Factor." In Green Marketing as a Positive Driver Toward Business Sustainability, edited by Vannie Naidoo and Rahul Verma, 186-218. Hershey, PA: IGI Global, 2020. https://doi.org/10.4018/978-1-5225-9558-8.ch008

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Abstract

Green marketing strategies have the immense power of motivating both consumers and producers to get involved in saving the planet and, at the same time, to benefit from the potential of eco-friendly products while satisfying their needs. On one hand, this chapter reviews the theory on green marketing strategies, and on the other hand, it focuses on the manner in which organizations can obtain financial and non-financial performance with the aid of green marketing strategies mix. This study reports that intellectual capital factor plays a key role in discovering the optimum green marketing strategies mix, also placing natural capital among the notable capital factors that empower organizations' activities and strengthen their visibility on the marketplace. The quantitative and qualitative indicators that have been analyzed highlight the main economic, social, and environmental effects of business practices in Romania. The findings provide some interesting clues regarding the impact of intellectual capital and green marketing strategies on organizational performance.

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Analyzing the Impact of Green Marketing Strategies on the Financial and Non-Financial Performance of Organizations: The Intellectual Capital Factor

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