“Corporate environmentalism” strategy in the consumer goods industry

Abstract

This paper analyses the degree of integration of the “Corporate Environmentalism” strategy and the main forerunners for the firms to adopt this concept, within the Consumer Goods Industry. With this purpose, first, the main antecedents of this concept are studied in order to analyze the importance granted by the companies to the environmental issues they face is studied and, the way this concern is reflected in the adoption of corporate and marketing actions is researched. Results show that the degree of adoption of this strategy is not very high, highlighting management commitment as the main forerunner of the integration of environmental issues within the company.