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Nurturing Sustainability in Agricultural Firms: The Role of Relational Marketing with Stakeholders and the Moderating Influence of Firm’s Attitudes Toward Sustainability

In: Disruptions, Diversity, and Ethics in Marketing

Author

Listed:
  • Ana Isabel García-Agüero

    (University of Almeria (ceiA3))

  • Eduardo Terán-Yépez

    (University of Almeria (ceiA3), CIMEDES Research Center, Spain – Andalusian Institute of Research and Innovation in Tourism (IATUR))

  • Luis J. Belmonte-Ureña

    (University of Almeria (ceiA3))

  • Francisco Camacho-Ferre

    (University of Almeria (ceiA3))

Abstract

This study delves into the strategic intersection of sustainability practices, relational marketing, and firm attitudes in the agricultural sector, emphasizing the imperative of balancing economic viability with environmental responsibility. As global concerns over climate change, resource depletion, and ethical sourcing escalate, the agricultural industry faces unprecedented challenges that necessitate innovative and enduring solutions. Drawing on stakeholder theory, the study proposes a conceptual framework that integrates a firm’s relational marketing with stakeholders and the implementation of sustainable practices while considering the moderating influence of firm attitudes toward sustainability. The research underscores the pivotal role of stakeholders in driving agricultural firms toward sustainable initiatives, highlighting the positive impact of strong relationships on the adoption of sustainable practices. By fostering collaborative partnerships and demonstrating a firm commitment to sustainability, companies can enhance their social and environmental responsibility while strengthening their competitive advantage. The study also explores the moderating effect of firm attitudes towards sustainability, emphasizing the importance of proactive organizational attitudes in facilitating the relationship between relational marketing and sustainable practices implementation.

Suggested Citation

  • Ana Isabel García-Agüero & Eduardo Terán-Yépez & Luis J. Belmonte-Ureña & Francisco Camacho-Ferre, 2025. "Nurturing Sustainability in Agricultural Firms: The Role of Relational Marketing with Stakeholders and the Moderating Influence of Firm’s Attitudes Toward Sustainability," Springer Proceedings in Business and Economics, in: Sergio Martínez-Puertas & Manuel Sánchez-Pérez & Cristina Segovia-López & Eduardo Terán-Yépez (ed.), Disruptions, Diversity, and Ethics in Marketing, chapter 0, pages 117-132, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-70488-8_8
    DOI: 10.1007/978-3-031-70488-8_8
    as

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