engleski

Understanding the influence of stakeholders as a basis for the adoption of green marketing strategy

In terms of the application of sustainability marketing philosophy and designing sustainable marketing strategy the issue of stakeholder management is a particularly important and sensitive issue. Stakeholders influence all aspects of sustainable marketing strategies. When a business entity wants to go green the stakeholders are at the fore front of their marketing strategy. On the other hand, green marketing theory has given limited attention to stakeholders’ management process. We can say that there has been a tendency for attention to focus on the specifics of a perceived functional realm and to examine these functions in a somewhat isolated fashion. The purpose of the present study is to examine and systematize the relations and interrelations of different stakeholders in green marketing which presents a necessary starting point for adopting and developing green marketing strategy and achieving green marketing goals. This is primarily based on the analysis of relevant literature and supported with some conclusions from the primary research conducted in 2011 in the Republic of Croatia using in-depth interviews and focus groups which included six different stakeholder groups. In addition to general cognitions about the relationship between the stakeholders, the paper puts forward some conclusions and critical points when it comes to the role of each stakeholder in the Republic of Croatia in meeting the goals of green marketing.

stakeholders ; stakeholder management ; green marketing ; green marketing strategy

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