EVALUATION OF GREEN MARKETING PERFORMANCE: A METHODOLOGICAL PERSPECTIVE

Green marketing has been drawing the attention of academics and practioners during the last few decades. However, no holistic framework has been developed on how to evaluate implementation of green marketing orientation at a company's level. This article aims at investigating methods for the evaluation of green marketing. Using multi-source data authors have found out that a questionnaire research, interview, and observation are the most common methods chosen for the evaluation of green marketing performance. It is possible to ground the evaluation of green marketing performance on different scales used for the evaluation of green marketing. This study enriches the literature by building a base for the formulation of well-founded guidelines for the evaluation of green marketing performance in modern organization. The study recommends to evaluate performance of green marketing at strategic, tactical and operational levels.