Validation of a measure of societal marketing orientation

Although there has been much debate and interest in the practices of societal marketing, there is currently no accepted measure of this construct. A measurement of societal marketing validated by Structural Equation Modelling (SEM) suggested this measure was one dimensional and consisted of five items measuring the lobbying of government and the degree of business charity. The factor structure was robust and did not vary across the four counties in the study. The final measure was positively correlated with the Narver and Slater (1990) measure of marketing orientation, industry association and performance. There was thus considerable evidence found for the construct validity of the measurement of societal marketing.