The Influence of Green Policies on a Dual Marketing Center: An Ecological Marketing Approach

Abstract

Explores the efficacy of market‐driven (voluntary) approaches to ecological strategies. Examines ecological marketing behavior from a multiperson level of analysis. Focusses on members of the industrial DMC (dual‐marketing‐center) who participate in the buying‐selling process of the EPA policies with Government officials and investigates the DMC′s adaptive climatic configuration in response to varying levels of policy uncertainty. The findings from a national sample suggest that perceptions of policy uncertainty are related to DMC climate dimensions: cohesiveness, coordination and trust.

Citation

Suraphol Apaiwongse, T. (1994), "The Influence of Green Policies on a Dual Marketing Center: An Ecological Marketing Approach", Journal of Business & Industrial Marketing, Vol. 9 No. 2, pp. 41-50. https://doi.org/10.1108/08858629410059807