Measuring Sustainable Marketing Orientation—Scale Development Process

The purpose of this paper is to explore how sustainable marketing orientation (SMO) should be properly implemented in an organization built on the theoretical model of market-oriented sustainability. The aim of the paper is to explore and confirm the elements of sustainable marketing orientation and to develop a measurement tool with a mixed method approach. First, the construct was conceptualized through a literature review and qualitative research of in-depth interviews on a purposive sample of 20 experts, who generated items. The next stage included collection of data from 112 respondents that resulted the item purification and exploratory factor analysis, which confirmed the three dimensions of SMO: strategic integration, societal engagement and ethical capabilities. The main study consisted of 174 respondents and confirmed the measurement instrument, which contains three subscales proposed by the theoretical model, each containing six, five and four items, respectively, with high degrees of proven reliability and validity. The paper confirmed and further explored the framework of multidimensional SMO; the measurement tool captured the actual implementation of the construct in practice, allowing it to be investigated across industries.

• Publication year

  2020

• Venue

  Sustainability

• Publication date

  2020-02-26

• Fields of study

  Business, Environmental Science, Computer Science

• Identifiers
  DOI 10.3390/su12051734
• External record

  Open on Semantic Scholar

• Source metadata

  Semantic Scholar

• No claims are published for this paper.

• No concepts are published for this paper.

• The Impact of Enviropreneurial Orientation on Small Firms’ Business Performance: The Mediation of Green Marketing Mix and Eco-Labeling Strategies

  2019cited by this paper
• Environmental sustainability orientation, competitive strategy and financial performance

  2019cited by this paper
• Environmental Innovation and Firm Performance: How Firm Size and Motives Matter

  2019cited by this paper
• Well-Governed Sustainability and Financial Performance: A New Integrative Approach

  2019cited by this paper
• Do Board’s Corporate Social Responsibility Strategy and Orientation Influence Environmental Sustainability Disclosure? UK Evidence

  2017cited by this paper
• Behavioral Effects of Sustainability‐Oriented Incentive Systems

  2017cited by this paper
• Enviropreneurial orientation in SME supply chains: construct measurement development

  2017cited by this paper
• Sustainable business as marketing strategy

  2017cited by this paper
• Planned or emergent strategy making? Exploring the formation of corporate sustainability strategies

  2016cited by this paper
• A blueprint for sustainability marketing

  2016cited by this paper
• Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research

  2014cited by this paper
• Sustainability marketing research: past, present and future

  2014cited by this paper
• NBER WORKING PAPER SERIES THE IMPACT OF CORPORATE SUSTAINABILITY ON ORGANIZATIONAL PROCESSES AND PERFORMANCE

  2014cited by this paper
• Turning sustainability into action: Explaining firms' sustainability efforts and their impact on firm performance

  2014cited by this paper
• Why sustainability is now the key driver of innovation

  2013cited by this paper
• Measuring Corporate Social Responsibility in tourism: Development and validation of an efficient measurement scale in the hospitality industry

  2013influential reference
• Measuring CSR Image: Three Studies to Develop and to Validate a Reliable Measurement Tool

  2013cited by this paper
• Evolution of sustainability as marketing strategy: Beginning of new era

  2012influential reference
• Market-oriented sustainability: a conceptual framework and propositions

  2011influential reference
• Marketing capabilities and innovation-based strategies for environmental sustainability: An exploratory investigation of B2B firms

  2011cited by this paper
• The structure of sustainability research in marketing, 1958–2008: a basis for future research opportunities

  2011cited by this paper
• Toward a “theoretical toolbox” for sustainability research in marketing

  2011cited by this paper
• Green marketing strategy and the firm's performance: the moderating role of environmental culture

  2011cited by this paper
• Market-focused sustainability: market orientation plus!

  2011influential reference
• Sustainable marketing, equity, and economic growth: a resource-advantage, economic freedom approach

  2011cited by this paper
• Corporate Sustainable Development: Testing a New Scale Based on the Mainland Chinese Context

  2011influential reference
• Sustainability marketing in the emerging markets: imperatives, challenges, and agenda setting

  2011cited by this paper
• Transformative green marketing: Impediments and opportunities

  2011cited by this paper
• Research into environmental marketing/management: a bibliographic analysis

  2011cited by this paper
• Corporate sustainability strategies: sustainability profiles and maturity levels

  2010cited by this paper
• Strategic marketing and marketing strategy: domain, definition, fundamental issues and foundational premises

  2010cited by this paper
• Marketing’s Consequences: Stakeholder Marketing and Supply Chain Corporate Social Responsibility Issues

  2010cited by this paper
• Sustainable Market Orientation: A New Approach to Managing Marketing Strategy

  2010cited by this paper
• From Market Orientation to Stakeholder Orientation

  2010cited by this paper
• The use of partial least squares path modeling in international marketing

  2009cited by this paper
• A Multidimensional Approach to the Influence of Environmental Marketing and Orientation on the Firm’s Organizational Performance

  2009cited by this paper
• The development of the resource-based view of the firm: A critical appraisal

  2009cited by this paper
• Product-market strategy and the marketing capabilities of the firm: impact on market effectiveness and cash flow performance

  2009cited by this paper
• Marketing strategies in the age of sustainable development: Evidence from the food industry

  2009cited by this paper
• Sustainability Marketing: A Global Perspective

  2009cited by this paper
• Multivariate Data Analysis (7th ed.

  2009cited by this paper
• How Corporate Social Responsibility Influences Organizational Commitment

  2009cited by this paper
• The whole relationship between environmental variables and firm performance: competitive advantage and firm resources as mediator variables.

  2009cited by this paper
• Environmental performance and spillover effects on productivity: evidence from horticultural firms.

  2008cited by this paper
• Distinctive Marketing and Information Technology Capabilities and Strategic Types: A Cross-National Investigation

  2008cited by this paper
• Is Sustainable Development in Multinational Enterprises a Marketing Issue

  2007cited by this paper
• HR's Role in Building a Sustainable Enterprise: Insights from Some of World's Best Companies

  2007cited by this paper
• Re‐evaluating green marketing strategy: a stakeholder perspective

  2007cited by this paper
• Research on Organizations and the Natural Environment, 1992-Present: A Review

  2007cited by this paper
• Multivariate Data Analysis

  2007cited by this paper
• Marketing in the 21st Century

  2006cited by this paper
• Normative Perspectives for Ethical and Socially Responsible Marketing

  2006cited by this paper
• Corporate Social Responsibility: Doing the Most Good for Your Company and Your Cause

  2006cited by this paper
• Formative versus Reflective Indicators in Organizational Measure Development: A Comparison and Empirical Illustration

  2006cited by this paper
• Corporate Social Responsibility, Customer Satisfaction, and Market Value

  2006cited by this paper
• Benchmarking Marketing Capabilities for Sustainable Competitive Advantage

  2005cited by this paper
• A social learning theory of cross-functional case education

  2005cited by this paper
• A simulation study to investigate the use of cutoff values for assessing model fit in covariance structure models

  2005cited by this paper
• Environmental proactivity and business performance: an empirical analysis

  2005cited by this paper
• Paradigmatic Controversies, Contradictions, and Emerging Confluences.

  2005cited by this paper
• Environmental marketing strategy and firm performance: Effects on new product performance and market share

  2005cited by this paper
• Evolving sustainably: a longitudinal study of corporate sustainable development

  2005cited by this paper
• CRM: conceptualization and scale development

  2005cited by this paper
• Cradle to Cradle: Remaking the Way We Make Things

  2004cited by this paper
• The Effect of Corporate Social Responsibility on Customer Donations to Corporate-Supported Nonprofits

  2004cited by this paper
• Corporate social responsibility and marketing: An integrative framework

  2004cited by this paper
• Environmental performance of products

  2003cited by this paper
• Social responsibility in environmental marketing planning

  2003cited by this paper
• Linking customer lifetime value with shareholder value

  2003cited by this paper
• Proactive environmental strategies: a stakeholder management perspective

  2003cited by this paper
• Corporate Environmentalism: Antecedents and Influence of Industry Type

  2003influential reference
• Managing the Extended Enterprise: The New Stakeholder View

  2002cited by this paper
• Beyond the business case for corporate sustainability

  2002cited by this paper
• Should marketing be cross-functional? Conceptual development and international empirical evidence

  2002cited by this paper
• The C-OAR-SE procedure for scale development in marketing

  2002cited by this paper
• Towards Sustainability: The Third Age of Green Marketing

  2001cited by this paper
• Does Doing Good Always Lead to Doing Better? Consumer Reactions to Corporate Social Responsibility

  2001cited by this paper
• Index Construction with Formative Indicators: An Alternative to Scale Development

  2001cited by this paper
• Resource-based theories of competitive advantage: A ten-year retrospective on the resource-based view

  2001cited by this paper
• Environmental Marketing: A Source of Reputational, Competitive, and Financial Advantage

  2000cited by this paper
• Measuring Corporate Sustainability

  2000cited by this paper
• Rethinking Marketing: Shifting to a Greener Paradigm

  1999cited by this paper
• Greener marketing: a global perspective on greening marketing practice

  1999cited by this paper
• A Measure of Export Market Orientation: Scale Development and Cross-cultural Validation

  1999cited by this paper
• Fit indices in covariance structure modeling : Sensitivity to underparameterized model misspecification

  1998cited by this paper
• Review and Critical Assessment of Research on Marketing and the Environment

  1998cited by this paper
• Proactive corporate environmental strategy and the development of competitively valuable organizational capabilities

  1998cited by this paper
• Enviropreneurial Marketing Strategy: The Emergence of Corporate Environmentalism as Market Strategy

  1997cited by this paper
• The Resource-Advantage Theory of Competition: Dynamics, Path Dependencies, and Evolutionary Dimensions

  1996influential reference
• The perceived role of ethics and social responsibility: A scale development

  1996cited by this paper
• Sustainable Marketing

  1996cited by this paper
• Interviews : an introduction to qualitative research interviewing

  1996cited by this paper
• Green and Competitive : Ending the Stalemate

  1996cited by this paper
• A Stakeholder Framework for Analyzing and Evaluating Corporate Social Performance

  1995cited by this paper
• The Role of Corporations in Achieving Ecological Sustainability

  1995cited by this paper
• Normative Influences on Impulsive Buying Behavior

  1995cited by this paper
• Corporate strategy: The quest for parenting advantage

  1995cited by this paper
• A Natural-Resource-Based View of the Firm

  1995influential reference
• Market Orientation and the Learning Organization

  1995cited by this paper
• The Commitment-Trust Theory of Relationship Marketing

  1994influential reference

• The impact of sustainable marketing practices on digital entrepreneurial intention: An empirical study of small-scale cocoa producers in Indonesia

  2026influential citation
• Integrating Value for the Consumer and Society: A New Conceptual Orientation for Strategic Marketing

  2026cites this paper
• Modeling the Impact of Market Orientation, Circular Economy, and Innovation on Tourism Sustainability: A Structural Approach

  2026cites this paper
• The Prospects of Sustainable Development of Destroyed Tourism Areas Using Virtual Technologies

  2025cites this paper
• The Effect of Risk Management on Sustainable Marketing Orientations in Fitness Businesses

  2025cites this paper
• Digital Marketing and Sustainable Marketing to Create Competitive Advantage in SMEs: The Moderating Effect of Value Co-creation

  2025influential citation
• TRANSLATING SUSTAINABLE MARKETING INTO ORGANIZATIONAL CITIZENSHIP BEHAVIOR: THE MEDIATING ROLE OF EMPLOYEE INVOLVEMENT IN THE HOSPITALITY SECTOR

  2025influential citation
• Breaking the deadlock: A study on the pathway and effects of reshaping the sustainable marketing capability of Chinese time-honored brands

  2025cites this paper
• Implementation of the triple bottom line concept to improve sustainable marketing performance

  2024cites this paper
• Founder's birth order and triple bottom line in B2B SMEs

  2024cites this paper
• Framework for evaluating sustainability index of a manufacturing system: a case illustration

  2024influential citation
• Sustainability marketing strategies for the energy sector: Trends, challenges, and future directions

  2024cites this paper
• Promoting sustainable agri-food systems through sustainability and responsible marketing: The case of peruvian companies at international trade shows

  2024cites this paper
• Does the economic motivation of firms to address the United Nations’ Sustainable Development Goals (SDGs) promote the SDGs or merely SDG-washing? Critical empirical evidence from Japan and Vietnam

  2024cites this paper
• Short Sea Shipping as a Sustainable Modal Alternative: Qualitative and Quantitative Perspectives

  2024cites this paper
• Priming tourists with traditional gastronomic delicacies: embracing a responsible approach towards sustainable consumption practice

  2024cites this paper
• Sustainable Marketing: Integrating Green Marketing Practices into Marketing Strategy

  2024cites this paper
• Strategic Green Marketing: Exploring Consumer Perceptions and Preferences for Sustainable Products

  2024cites this paper
• Exploring the Impact of Celebrity Endorsements and Social Media Platforms on Sustainable Consumer Behavior in Tourism

  2024cites this paper
• Marketing Management Innovations: Unraveling the Interplay of Brand Positioning, Market Segmentation, and Consumer Engagement

  2024cites this paper
• The antecedent cognitions of brand love and its impact on brand loyalty: the moderating role of sustainability marketing

  2023cites this paper
• How Marketing Transforms in Flourishing Futures

  2023cites this paper
• Reinforcing sustainable consumption practices through promoting gastronomic tourism: a cross-sectional study from India and Bangladesh

  2023cites this paper
• Climate change and marketing: a bibliometric analysis of research from 1992 to 2022

  2023cites this paper
• Empirical Study of Integrating Social Sustainability Factors: an Organizational Perspective

  2023influential citation
• How Does Each ESG Dimension Predict Customer Lifetime Value by Segments? Evidence from U.S. Industrial and Technological Industries

  2023cites this paper
• Corrigendum to Firms’ Sustainability Marketing Commitment: The Roles of Chief Marketing Officers’ Future Focus and Prosocial Motivation

  2023cites this paper
• Tourists’ risk perception towards Kashmir valley: An analysis using Tourism Risk Index

  2023cites this paper
• Firms’ Sustainability Marketing Commitment: The Roles of Chief Marketing Officers’ Future Focus and Prosocial Motivation

  2023cites this paper
• Sürdürülebilir Pazarlamanın 3 Farklı Boyutu: Kavramsal Bir Çalışma

  2022cites this paper
• Employee Involvement and Socialization as an Example of Sustainable Marketing Strategy and Organization’s Citizenship Behavior: Empirical Evidence from Beirut Hotel Sector

  2022cites this paper
• Sustainable Marketing terhadap Brand Image dan Loyalitas Pelanggan di Retrorika Coffee Bar & Resto

  2022cites this paper
• Sustainable marketing orientation and sustainability performance of Mexican small firms. The moderating role of firm age

  2022cites this paper
• The Study of Developing a Financial Literacy Scale for University Students in the Digital Era

  2022cites this paper
• Sustainability in Hospitality Marketing during the COVID-19 Pandemic. Content Analysis of Consumer Empirical Research

  2021cites this paper
• Digital Transformation and Marketing Activities in Small and Medium-Sized Enterprises

  2021cites this paper
• Markets and the creation of competitive advantages in companies according to an internal marketing orientation

  2021cites this paper
• Editorial: Sustainable Waste Management Innovations: Developing New Ventures for Improved Health and Environmental Wellbeing

  2021cites this paper
• Innovative strategic relationships among sustainable start-ups

  2021cites this paper
• Modelling the predictors of consumers’ willingness to pay premium price for sustainable products

  2021cites this paper
• Tracing the Trends in Sustainability and Social Media Research Using Topic Modeling

  2021cites this paper
• An Exploration of Start-ups’ Sustainable Marketing Orientation (SMO)

  2020cites this paper
• IMPLICATIONS OF ENVIROPRENEURIAL ORIENTATION FOR GARMENTS BRANDS IN INDONESIA: CAN SUITABILITY BE ACHIEVED THROUGH GREEN MARKETING, ECO-LABELING AND GREEN WASHING STRATEGIES?

  2020cites this paper
• Geopolitical Perspectives and Technological Challenges for Sustainable Growth in the 21 st Century

  year unknowncites this paper
• Exploring the relationship between sustainable marketing and the performance of a higher education institution

  year unknowncites this paper
• Breaking Through: The Ambidextrous Key to Reshaping the Sustainable Marketing Capability of Time-Honored Enterprises

  year unknowncites this paper