Exploratory results on the antecedents and consequences of green marketing

A model that incorporates external and internal antecedents and consequences of the integration of environmental issues in marketing is developed and tested on a sample of 138 Dutch manufacturing businesses using partial correlation analysis. The external antecedents of green marketing include consumer environmental sensitivity, competitive intensity and regulatory intensity. The internal antecedents consist of marketers' environmental consciousness and business sensitivity towards environmentalism. The results indicate that environmental regulation is still the most important reason for marketers to adopt environmentally friendly marketing programs. The results further show that businesses that voluntarily adopt green marketing are able to exploit green market opportunities and improve their business performance.