The Diamond Model of Authentic Green Marketing - Evidence from the Sustainable Architecture Industry
At a Glance
Section titled âAt a Glanceâ| Metadata | Details |
|---|---|
| Publication Date | 2018-03-01 |
| Journal | Business and Society Review |
| Authors | Ian D. Parkman, Alan Krause |
| Citations | 17 |
Abstract
Section titled âAbstractâAbstract While âgreen marketingâ has emerged as powerful competitive force, many markets lack clear institutional standards or knowledgeable customers to allow firms committed to sustainable practices to differentiate themselves from opportunistic, greenâwashing competitors. Within these contexts we propose a firmâlevel lens based on authentic firm reputation as an important, yet poorly understood, competitive force. Drawing on interview data from the architectural design services context we identify the elements that firms use to communicate their own authenticity, as well as discourage greenâwashing behavior of peers, and present these elements as the âDiamondâ model of authentic green marketing, consisting of: (1) The ability to appear above commercial considerations; (2) The ability to frame production methods as craft; (3) The use of corporate visual identity; and (4) An organizationâs social network of stakeholders. We conclude by discussing the generalizability and implications of our framework for practitioners as well as opportunities for future research.
Tech Support
Section titled âTech SupportâOriginal Source
Section titled âOriginal SourceâReferences
Section titled âReferencesâ- 2007 - When and Why Does It Pay to Be Green
- 1984 - Company Image and Reality: A Critique of Corporate Communications
- 2003 - Authenticity: Brands, Fakes, Spin and the Lust for Real Life