Environmental marketing strategy and business performance: a replication

Ying Xu, Pamela Morrison

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contributionpeer-review


This paper addresses the important question of how firms “do well” by “doing good”. We do this by replicating the Baker and Sinkula (2005) study on environmental marketing strategy and firm performance. Consistent with the original study, wefind that an Enviropreneurial Marketing (EM) strategy is intrinsic to a firm rather than being driven by external market forces and an EM strategy does not impact on business performance directly, but rather the influence on business performance is mediated by a firm’s innovation capabilities. Differing from the original 2005 study is the new finding of the inconsistent mediating effect of New Product Success which has academic and managerial implications which we discuss.
Original languageEnglish
Title of host publicationANZMAC 2011
Subtitle of host publicationconference proceedings : Marketing in the age of consumerism : Jekyll or Hyde?
Place of PublicationPerth
PublisherANZMAC2011 Conference
Number of pages9
ISBN (Print)9780646563305
Publication statusPublished - 2011
EventAustralian and New Zealand Marketing Academy Conference (2011) - Perth
Duration: 28 Nov 201130 Nov 2011


ConferenceAustralian and New Zealand Marketing Academy Conference (2011)


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