Integration of the management theories for enhancing green marketing implementation in the construction industry

Abstract

Environmental sustainability and environmental concerns have become growing issues in the field of marketing management. Furthermore, these concerns have become key factors of marketing activities in recent years. Green marketing has been a motivator drawing attention of researchers and companies to identify ways to implement sustainable strategies. Even if companies in different industries have started to focus on implementing green marketing mix and adopting green marketing strategies, there is a lack of green marketing focus in the construction industry. This study aims to investigate integration of the management theories (i.e. Industrial Organization Theory, Attractive Quality Attributes Theory, Diffusion of the Innovation Theory, Business Network and Resource Advantage Theories) to the green marketing theory to enhance green marketing implementation in the construction industry. This paper underlines how management theories can be implemented to the product/construction/service supply chain ensuring better implementation of green marketing initiatives to B2B green marketing strategies and/or B2B companies’ approaches. This research examines transformation of the green marketing to show conceptual changes in the definition of the green marketing concept and adopted green marketing strategies. This study can guide professionals and further studies, which can pave the way for enhancing implementation of green marketing in construction industry and green marketing research. This paper can contribute to the establishment of the sustainable built environment.