Author： Chukwunonso N.C. Ndu N.N.O.
Publisher： Inderscience Publishers
ISSN： 1460-6720
Source： International Journal of Services Technology and Management, Vol.8, Iss.1, 2007-01, pp. : 80-106
Disclaimer: Any content in publications that violate the sovereignty, the constitution or regulations of the PRC is not accepted or approved by CNPIEC.
Abstract
The societal marketing concept advocates the conduct of marketing activities at the societal (or environmental) well-being. Among the ways approached by firms, this concept includes landscaping. Adopting the theory of organisational buying behaviour and the innovation diffusion theory, this paper examines the factors that discriminate between organisational adopters and non-adopters of this societal marketing strategy. About 94 organisations provided the data for the study. The results show that environmental factors such as economic outlook, government influence, competitive development and public scrutiny are important dimensions. In addition, organisational factors namely, organisation's size, organisation's people, environmental sensitivity, cost implication and management factors such as attitude and intention are sufficient for discriminating between adopters and non-adopters. Lastly, relative advantage, compatibility and complexity are significant dimensions from the innovation diffusion theory.
Related content
By Meijerink Jeroen Bondarouk Tanya Maatman Marco
European J. of International Management, Vol. 7, Iss. 4, 2013-07 ,pp. :
Access to resources
Recommend
