Corporate environmental marketing: An environmental marketing action model
提出了一个环境营销行动模型，考察变量间关系，发现环境营销行动水平（0-8级）直接决定环境营销成功程度，而环境意识感知、主观规范和净总风险影响行动水平。
Abstract A model of environmental marketing action and success is proposed, which includes a range of variables and examines the relationship between them. Environmental success is partly determined by the level of Environmental Marketing Action which varies between level 0 and level 8 and which directly determines the extent of environmental marketing success. Perceptions of environmental consciousness, the subjective norm and net total risk determine the level of environmental marketing action. Beliefs with regard to stakeholders and events and the motivation to comply with these beliefs combine to form the subjective norm.