Does It Pay to be Green? An Integrated View of Environmental Marketing with Evidence from the Forest Products Industry in China
This research considers the question “Does it Pay to be Green?” which has been debated by forest industry practitioners and scholars for several decades. It was the same question that I encountered from time to time during my work with local industries and communities in the Asia-Pacific region as a consultant to the Rainforest Alliance over the past few years. The United Nations has declared 2011 as the International Year of Forests. As we enter the second decade of the 21st century, there is still a lot of skepticism and ambiguity floating around in the Asian forest products industry about “Green” and “Pay” issues. Given that limited research has been done to address these questions in a systematic approach, particularly in the context of the forest products industry in China, this study attempts to fill in the blank by investigating the drivers of environmental marketing strategies as “Green”, and their impacts on the bottom line of businesses - “Pay” - which is measured by two types of performance: environmental and competitive performance, in the context of the Chinese forest products industry.
Year of publication: |
2011-03-07
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Authors: | Cao, Xiaozhi "Jeff" |
Publisher: |
University of Washington |
Subject: | China | Forest Products | Environmental Marketing | Dynamic Capabilities | Forest Certification | Resource-Based View | Market Failures View | NGOs | Policy | Business Performance | Responsible Timber Trade | Illegal Logging | Competitiveness | Export | Environmental Orientation |
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