Entrepreneurial values, environmental marketing and customer satisfaction: Conceptualization and propositions

Sumesh R. Nair, Nelson Oly Ndubisi

Research output: Chapter in Book/Report/Conference proceedingChapter

9 Citations (Scopus)

Abstract

This chapter attempts to develop a framework of an environmental marketing system that is propositioned to lead to customer satisfaction. A comprehensive and intense environmental marketing system as proposed in the chapter is believed to be the core of a firm's success. However, it is assumed that the success of an environmental marketing system would be impacted by some important factors like environmental education of customers and entrepreneurial traits such as eco-innovation, risk-taking, and perseverance. Therefore, propositions are developed in this chapter in order to demonstrate the relationship between an environmental marketing system and customer satisfaction and also the power of customer education and entrepreneurial traits in moderating the effective functioning of the system.
Original languageEnglish
Title of host publicationEnterprise Development in SMEs and Entrepreneurial Firms: Dynamic Processes
Number of pages13
ISBN (Electronic)9781466629523
DOIs
Publication statusPublished - 1 Dec 2013
Externally publishedYes

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