Abstract
The societal marketing concept advocates the conduct of marketing activities at the societal (or environmental) well-being. Among the ways approached by firms, this concept includes landscaping. Adopting the theory of organisational buying behaviour and the innovation diffusion theory, this paper examines the factors that discriminate between organisational adopters and non-adopters of this societal marketing strategy. About 94 organisations provided the data for the study. The results show that environmental factors such as economic outlook, government influence, competitive development and public scrutiny are important dimensions. In addition, organisational factors namely, organisation's size, organisation's people, environmental sensitivity, cost implication and management factors such as attitude and intention are sufficient for discriminating between adopters and non-adopters. Lastly, relative advantage, compatibility and complexity are significant dimensions from the innovation diffusion theory.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: International Journal of Services Technology and Management
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
