Marketing – Environment Sustainability Alignment: an Exploratory and Propositional Study

Authors

  • Margareth Rodrigues de Carvalho Borella Universidade de Caxias do SUl
  • Marco Aurélio Bertolazzi Universidade de Caxias do Sul
  • Paulo Fernando Pinto Barcellos Universidade de Caxias do Sul

DOI:

https://doi.org/10.12660/joscmv1n1p67-78

Keywords:

Alignment, Marketing, Environment, Sustainability

Abstract

The purpose of this paper is to present a model of alignment between marketing and the environment in the sustainable operations context. The model is generated from the literature review of Environmental Marketing and Sustainable Products and Operations. A database is used to test the proposed alignment model. Marketing and environment variables are extracted from the database and are included in the Social Responsibility Ethos Institute's Indicators. The answers correspond to respondents' perceptions of their enterprises social accountability level. As a result, the marketing-environment alignment model is validated, partially. Additionally, the data analysis revealed two groups of enterprises in the sample, according to Kärnä, Hansen and Juslin (2003): (1) the smallest, formed by proactive enterprises with the highest environmental consciousness score, and (2) the largest, formed by reactive and consumption enterprises with the lowest environmental consciousness score.

Author Biographies

Margareth Rodrigues de Carvalho Borella, Universidade de Caxias do SUl

Doctor, Professor of the University of Caxias do Sul at Caxias do Sul (Brazil). Chemical Engineer (Brazil-1985), Doctor in Management by School of Management/UFRGS-Federal University at Porto Alegre (Brazil - 2009). Professor of Production and Operations Management. Research areas: Production and Operations Strategy and Supply Chain Management. Research subjects: Hybrid Organization, Environmental Susteinability and Supply Chain. Approximately 50 papers presented/published in national and international congress, journal and books. Supervised more than 150 graduate and postgraduate monographs (Management and Production Engineering). Referee of European Journals and National Congresses.

Marco Aurélio Bertolazzi, Universidade de Caxias do Sul

Doctor, Professor of the University of Caxias do Sul at Caxias do Sul (Brazil). Graduated in Business Administration. Coordinator of the School Management of the University of Caxias do Sul. Research Area: Organizations. Research Subject: Ethic.

Paulo Fernando Pinto Barcellos, Universidade de Caxias do Sul

Holds a Ph.D. in Engineering (Quality Systems) from Marquette Iniversity (USA). Professor in the Graduate Program in Business Administration at the University of Caxias do Sul (Brazil), his professional experience encompasses private industry and the government sector. He is a member of the American Society for Quality and the International Society for the Ecological Economy. He is the managing partner of CFI Latin America, a CFI Group company, and president of Marvel Consulting. His activities include participation in projects supported by international organizations such as the Inter-American Development Bank and the World Bank in Brazil and abroad.

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Published

2012-07-18

Issue

2012: Special Issue on Sustainability

Section

05.Sustainability of Operations

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