Skip to main content
SpringerLink
Log in

Evaluation of the programs of environmental marketing in the Metropolitan Zone of the city of Mexico

  • Original Paper
  • Published:
International Review on Public and Nonprofit Marketing Aims and scope Submit manuscript

Abstract

This article analyzes the results of the programs of environmental marketing in the campaigns of quality of the air undertaken by institutions and governments in the metropolitan zone of the city of Mexico. It describes the models of marketing found in the literature and from the selected variables we interviewed people in charge of the diverse programs and specialists in the subject of quality of air including Nobel Prize in Chemistry 1995 recipient Mario Molina. It also analyzes five variables in the evaluated campaigns: orientation man–nature, ecological knowledge, personal consequences, environmental consequences, and perceived control. As a result of this research paper, we are submitting a model of environmental marketing.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Log in via an institution

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Fig. 1

Similar content being viewed by others

References

  • Carlson L, Grove SJ, Kangun N (1993) A content analysis of environmental advertising claims: a matrix method approach. Journal of Advertising 22:27–39

    Google Scholar 

  • Chamorro A (2003) El etiquetado ecológico: un análisis de su utilización como instrumento de marketing. PhD Thesis Dissertation, University of Extremadura (Spain)

  • Chan RYK (2004) Consumer responses to environmental advertising in China. Marketing Intelligence & Planning 22(4):427–437

    Article  Google Scholar 

  • Chan RYK, Lau LBY (2000) Antecedents of green purchases: a survey in China. Journal of Consumer Marketing 17(4):338–357

    Article  Google Scholar 

  • Coddington W (1993) Environmental marketing: positive strategies for reaching green consumers. McGraw-Hill, New York

    Google Scholar 

  • D’Souza C (2004) Ecolabel programmes: a stakeholder (consumer) perspective. Corporate Communications: An International Journal 9(3):179–188

    Article  Google Scholar 

  • Davis JJ (1993) Strategies for environmental advertising. Journal of Consumer Marketing 10(2):19–36

    Article  Google Scholar 

  • Davis JJ (1994) Consumer response to corporate environmental advertising. Journal of Consumer Marketing 11(2):25–37

    Article  Google Scholar 

  • Follows SB, Jobber D (2000) Environmentally responsible purchase behavior: a test of a consumer model. European Journal of Marketing 34(5/6):723–746

    Article  Google Scholar 

  • Ghobadian A, Viney H, James P, Lui J (1995) The influence of environmental issues in strategic analysis and choice: a review of environmental strategy among top UK corporations. Management Decision 33(10):46–58

    Article  Google Scholar 

  • Gupta MC (1995) Environmental management and its impact on the operations function. International Journal of Operations & Production Management 15(8):34–51

    Article  Google Scholar 

  • Harris LC, Crane A (2002) The greening of organizational culture: management views on the depth, degree and diffusion of change. Journal of Organizational Change Management 15(3):214–234

    Article  Google Scholar 

  • Instituto Nacional de Ecología de México (2000) La Ciencia detrás de la calidad del aire. Available http://www.ine.gob.mx/dgicurg/calaire/laciencia.html. Accessed 11 Jul 2006

  • Kalafatis SP, Pollard M, East R, Tsogas MH (1999) Green marketing and Ajzen’s theory of planned behavior: a cross-market examination. Journal of Consumer Marketing 16(5):441–460

    Article  Google Scholar 

  • Kärnä J, Hansen E, Juslin H (2003) Social responsibility in environmental marketing planning. European Journal of Marketing 37(5/6):848–871

    Article  Google Scholar 

  • Kassaye WW (2001) Green dilemma. Marketing Intelligence & Planning 19(6):444–455

    Article  Google Scholar 

  • Klassen RD, McLaughlin CP (1996) The impact of environmental management on firm performance. Management Science 42(8):1199–1214

    Article  Google Scholar 

  • Laroche M, Bergeron J, Barbaro-Forleo G (2001) Targeting consumers who are willing to pay more for environmentally friendly products. Journal of Consumer Marketing 18(6):503–520

    Article  Google Scholar 

  • Lawrence L, Andrews D, France C (1998) Alignment and deployment of environmental strategy through total quality management. The TQM Magazine 10(4):238–245

    Article  Google Scholar 

  • Lin B, Jones CA, Hsieh C-T (2001) Environmental practices and assessment: a process perspective. Industrial Management & Data Systems 101(2):71–80

    Article  Google Scholar 

  • Martin B, Simintiras AC (1995) The impact of green product lines on the environment: does what they know affect how they feel? Marketing Intelligence & Planning 13(4):16–23

    Article  Google Scholar 

  • McArthur E (1994) Green marketing comes down to earth. Australian Professional Marketer (February):14–19

  • McDaniel SW, Rylander DH (1993) Strategic green marketing. Journal of Consumer Marketing 10(3):4–10

    Article  Google Scholar 

  • McDougall GHG (1993) The green movement in Canada: implications for marketing strategy. Journal of International Consumer Marketing 15(3):69–87

    Google Scholar 

  • Mee N, Clewes D (2004) The influence of corporate communications on recycling behavior. Corporate Communications: An International Journal 9(4):265–275

    Article  Google Scholar 

  • Mendleson N, Polonsky MJ (1995) Using strategic alliances to develop credible green marketing. Journal of Consumer Marketing 12(2):4–18

    Article  Google Scholar 

  • Moisander J, Pesonen S (2002) Narratives of sustainable ways of living: constructing the self and the other as a green consumer. Management Decision 40(2):329–342

    Article  Google Scholar 

  • Molina M, Molina L (2000) Air quality in the Mexico megacity. An integrated assessment. Kluwer

  • Omega Ilce (2006) La atmósfera. La contaminación del aire. Available http://omega.ilce.edu.mx:3000/sites/ciencia/volumen2/ciencia3/097/htm/sec_11.htm. Accessed 11 Jul 2006

  • Ottman J (1992a) Green marketing: challenges and opportunities for the new marketing age. NTC, Lincolnwood (IL)

    Google Scholar 

  • Ottman J (1992b) Brand ‘stewards’ will guide environmental planning. Marketing News 26(8):15

    Google Scholar 

  • Polonsky MJ (1995) A stakeholder theory approach to designing environmental marketing strategy. Journal of Business & Industrial Marketing 10(3):29–46

    Article  Google Scholar 

  • Polonsky MJ, Mintu-Wimsatt AT (1995) Environmental marketing: strategies, practice, theory and research. Haworth, New York

    Google Scholar 

  • Polonsky MJ, Carlson L, Grove S, Kangun N (1997) International environmental marketing claims real changes or simple posturing? International Marketing Review 14(4):218–232

    Article  Google Scholar 

  • Rao P (2002) Greening the supply chain: a new initiative in South East Asia. International Journal of Operations & Production Management 22(6):632–655

    Article  Google Scholar 

  • Roarty M (1997) Greening business in a market economy. European Business Review 97(5):244–254

    Article  Google Scholar 

  • Sarmiento J (2006) Programas para mejorar la calidad del aire de la ZMVM. Report on the conference Foro de Monitoreo Atmosférico y Taller de Gestión Ambiental del Aire

  • Schlegelmilch BB, Bohlen GM, Diamantopoulos A (1996) The link between green purchasing decisions and measures of environmental consciousness. European Journal of Marketing 30(5):35–55

    Article  Google Scholar 

  • Secretaría de Medio Ambiente del Distrito Federal (2006a) Dióxido de Azufre (SO2). Available http://www.sma.df.gob.mx/simat/pnso2.htm. Accessed 29 Oct 2006

  • Secretaría de Medio Ambiente del Distrito Federal (2006b) Dióxido de Nitrógeno (NO2). Available http://www.sma.df.gob.mx/simat/pnno2.htm#salud. Accessed 29 Oct 2006

  • Secretaría de Medio Ambiente del Distrito Federal (2006c) Monóxido de carbono (CO). Available http://www.sma.df.gob.mx/simat/pnco.htm. Accessed 29 Oct 2006

  • Secretaría de Medio Ambiente del Distrito Federal (2006d) Ozono (O3). Available http://www.sma.df.gob.mx/simat/pnozono.htm#salud. Accessed 29 Oct 2006

  • Secretaría de Medio Ambiente del Distrito Federal (2006e) Partículas. Available http://www.sma.df.gob.mx/simat/pnparticulas.htm#afectan. Accessed 29 Oct 2006

  • Secretaría de Medio Ambiente del Distrito Federal (2006f) Radiación solar. Available http://www.sma.df.gob.mx/simat/pnradiacionn.htm. Accessed 29 Oct 2006

  • Straughan RD, Roberts JA (1999) Environmental segmentation alternatives: a look at green consumer behavior in the new Millennium. Journal of Consumer Marketing 16(6):558–575

    Article  Google Scholar 

  • Subhabrata BB (2001) Corporate environmental strategies and actions. Management Decision 39(1):36–44

    Article  Google Scholar 

  • The Roper Organization (1990) The environment: public attitudes and individual behavior. Study sponsored by S.C. Johnson & Son Inc. (July)

Download references

Author information

Authors and Affiliations

  1. ESCA Santo Tomás del Instituto Politécnico Nacional de México, Mexico, Mexico

    Berenice Maldonado-Hernández & Luis Arturo Rivas-Tovar

  2. Guanajuato Campus UCEA, Fraccionamiento el Establo, Guanajuato, Gto., CP 36250, Mexico, Mexico

    Eva Conraud-Koellner

Authors
  1. Berenice Maldonado-Hernández
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Eva Conraud-Koellner
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Luis Arturo Rivas-Tovar
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Eva Conraud-Koellner.

Rights and permissions

Reprints and permissions

About this article

Cite this article

Maldonado-Hernández, B., Conraud-Koellner, E. & Rivas-Tovar, L.A. Evaluation of the programs of environmental marketing in the Metropolitan Zone of the city of Mexico. Int Rev Public Nonprofit Mark 5, 141–166 (2008). https://doi.org/10.1007/s12208-008-0017-2

Download citation

  • Received:

  • Accepted:

  • Published:

  • Issue Date:

  • DOI: https://doi.org/10.1007/s12208-008-0017-2

Keywords

Search

Navigation