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The Impact of Corporate Sustainability Strategies on the Financial Performance of Romanian Companies in the Context of Green Marketing

Author

Listed:
  • Marian Siminica

    (University of Craiova)

  • Liviu Craciun

    (University of Craiova)

  • Adina Dinu

    (University of Craiova)

Abstract

The current research paper aims at making a comprehensive analysis of the current green marketing initiatives adopted by the top performing Romanian companies, in order to understand the determinant factors that influence their green approach and to evaluate the impact of the sustainability strategies implemented on their financial performance. The research of business sustainability strategies in 31 top performing companies in Romania is conducted by analyzing their green marketing initiatives, the ability to communicate online current and past Corporate Sustainability (CS) actions (substantive action) and their future commitments towards green marketing (symbolic action). The authors also analyzed the impact of companies’ dimensions on their green performance and commitment, substantiating that the size of a company is a significant influential factor. The analysis of the impact of substantive and symbolic action on the financial performance of the companies shows that there is not a significant correlation between these indicators.

Suggested Citation

  • Marian Siminica & Liviu Craciun & Adina Dinu, 2015. "The Impact of Corporate Sustainability Strategies on the Financial Performance of Romanian Companies in the Context of Green Marketing," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 17(40), pages 994-994, August.
    • Handle: RePEc:aes:amfeco:v:40:y:2015:i:17:p:994
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    References listed on IDEAS

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    Cited by:

    1. Ayşe İrem Keskin & Banu Dincer & Caner Dincer, 2020. "Exploring the Impact of Sustainability on Corporate Financial Performance Using Discriminant Analysis," Sustainability, MDPI, vol. 12(6), pages 1-14, March.
    2. repec:prg:jnlpep:v:preprint:id:687:p:1-21 is not listed on IDEAS
    3. Marian Siminica & Costel Ionașcu & Mirela Sichigea, 2019. "Corporate Social Performance versus Financial Performance of the Romanian Firms," Prague Economic Papers, Prague University of Economics and Business, vol. 2019(1), pages 49-69.

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    More about this item

    Keywords

    corporate sustainability; green marketing; green highlighting; green washing; sustainability strategy; eco-communication;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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