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An integrated micro- and macrolevel discussion of global green issues: "It isn't easy being green"

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  • Amine, Lyn S.

Abstract

Two key issues arising from globalization of world markets are the impact of business activities on the environment and threats to sustainable development. These issues are usually referred to as "green" issues. This paper presents a detailed discussion of global green issues in the context of a number of environments that include the socioeconomic, political, technological, and competitive arenas. The discussion is based on an attempt to integrate two conceptual models by Maslow (Maslow, A., 1954. Motivation and Personality. Harper & Row, New York) and Cateora (Cateora, P.R., 1983. International Marketing, 4th. ed. Irwin, Chicago, IL). The goal is to bring together both a microlevel perspective of the individual consumer and a macrolevel perspective of business through analysis in multiple environments that are affected by green issues. This integration is viewed conceptually as a recursive system of mutually reinforcing causes and effects at the micro- and macrolevels. The leitmotiv throughout the paper is that "it isn't easy being green," either for consumers, activists, corporate leaders and managers, or public policymakers. Practical examples are presented to support and illustrate the discussion. The main finding is that a new approach is needed to business in general through a new dominant social paradigm (DSP) and to international business in particular in order to achieve both sustainable development and sustainable consumption. In conclusion, the importance of individual responsibility and action by consumers and managers alike is underlined.

Suggested Citation

  • Amine, Lyn S., 2003. "An integrated micro- and macrolevel discussion of global green issues: "It isn't easy being green"," Journal of International Management, Elsevier, vol. 9(4), pages 373-393.
    • Handle: RePEc:eee:intman:v:9:y:2003:i:4:p:373-393
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    References listed on IDEAS

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    1. Ramus, Catherine A., 2002. "Encouraging innovative environmental actions: what companies and managers must do," Journal of World Business, Elsevier, vol. 37(2), pages 151-164, July.
    2. Zimmer, Mary R. & Stafford, Thomas F. & Stafford, Marla Royne, 1994. "Green issues: Dimensions of environmental concern," Journal of Business Research, Elsevier, vol. 30(1), pages 63-74, May.
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    Cited by:

    1. Husted, Bryan W., 2003. "Globalization and cultural change in international business research," Journal of International Management, Elsevier, vol. 9(4), pages 427-433.
    2. Ling Ling Tan & Norzalita Abd Aziz & Abdul Hafaz Ngah, 2020. "Mediating effect of reasons on the relationship between altruism and green hotel patronage intention," Journal of Marketing Analytics, Palgrave Macmillan, vol. 8(1), pages 18-30, March.
    3. Holtbrügge, Dirk & Dögl, Corinna, 2012. "How international is corporate environmental responsibility? A literature review," Journal of International Management, Elsevier, vol. 18(2), pages 180-195.
    4. Marnis & Syahrul & Fitri & Rovanita Rama, 2018. "Economic Contribution in the Management of Solid Waste Policy Processing Water on Improvement of Fish Processing Revenues," International Journal of Economics and Finance, Canadian Center of Science and Education, vol. 10(2), pages 95-101, February.

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