Internal Marketing: An Important Role in the Effectiveness of Environmental Sustainability

Xini Hu; Dr. Maurizio Catulli

Internal Marketing: An Important Role in the Effectiveness of Environmental Sustainability

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

Abstract

Considering the barriers of scarce management commitment and employee engagement in sustainability, this study aims to explore the role of internal marketing in improving the efficacy of environmental sustainability. Applying marketing philosophy inside a firm, IM regards employees as internal customers and facilitates positive exchange between employees and management through communicating and disseminating sustainable practices and policies and responding to stakeholders’ expectations. Through a quantitative survey, collecting data from SMEs in the UK, IM is expected to enhance employees' engagement and green behaviour, while promoting green values, which ultimately lead to a sustainable workplace and enhanced competitive advantage.

Original language	English
Title of host publication	Global Alliance of Marketing & Management Associations
Publication status	Accepted/In press - 7 Mar 2025
Event	2025 Global Marketing Conference at Hong Kong - The Hong Kong Polytechnic University, Hong Kong, China Duration: 24 Jul 2025 → 27 Jul 2025 https://2025gmc.imweb.me/

Conference

Conference	2025 Global Marketing Conference at Hong Kong
Country/Territory	China
City	Hong Kong
Period	24/07/25 → 27/07/25
Internet address	https://2025gmc.imweb.me/

Keywords

Strategic Green Marketing Orientation
Environmental Management Systems
Internal Marketing
Employee Engagement
Competitive Advantages

Embargoed Document

Accepted_Manuscript
Accepted author manuscript, 289 KB

Cite this

@inproceedings{19a6b066f0554ddeb94f072aa67a65ca,

title = "Internal Marketing: An Important Role in the Effectiveness of Environmental Sustainability",

abstract = "Considering the barriers of scarce management commitment and employee engagement in sustainability, this study aims to explore the role of internal marketing in improving the efficacy of environmental sustainability. Applying marketing philosophy inside a firm, IM regards employees as internal customers and facilitates positive exchange between employees and management through communicating and disseminating sustainable practices and policies and responding to stakeholders{\textquoteright} expectations. Through a quantitative survey, collecting data from SMEs in the UK, IM is expected to enhance employees' engagement and green behaviour, while promoting green values, which ultimately lead to a sustainable workplace and enhanced competitive advantage.",

keywords = "Strategic Green Marketing Orientation, Environmental Management Systems, Internal Marketing, Employee Engagement, Competitive Advantages",

author = "Xini Hu and Catulli, {Dr. Maurizio}",

year = "2025",

month = mar,

day = "7",

language = "English",

booktitle = "Global Alliance of Marketing & Management Associations",

note = "2025 Global Marketing Conference at Hong Kong ; Conference date: 24-07-2025 Through 27-07-2025",

url = "https://2025gmc.imweb.me/",

}

TY - GEN

T1 - Internal Marketing: An Important Role in the Effectiveness of Environmental Sustainability

AU - Hu, Xini

AU - Catulli, Dr. Maurizio

PY - 2025/3/7

Y1 - 2025/3/7

N2 - Considering the barriers of scarce management commitment and employee engagement in sustainability, this study aims to explore the role of internal marketing in improving the efficacy of environmental sustainability. Applying marketing philosophy inside a firm, IM regards employees as internal customers and facilitates positive exchange between employees and management through communicating and disseminating sustainable practices and policies and responding to stakeholders’ expectations. Through a quantitative survey, collecting data from SMEs in the UK, IM is expected to enhance employees' engagement and green behaviour, while promoting green values, which ultimately lead to a sustainable workplace and enhanced competitive advantage.

AB - Considering the barriers of scarce management commitment and employee engagement in sustainability, this study aims to explore the role of internal marketing in improving the efficacy of environmental sustainability. Applying marketing philosophy inside a firm, IM regards employees as internal customers and facilitates positive exchange between employees and management through communicating and disseminating sustainable practices and policies and responding to stakeholders’ expectations. Through a quantitative survey, collecting data from SMEs in the UK, IM is expected to enhance employees' engagement and green behaviour, while promoting green values, which ultimately lead to a sustainable workplace and enhanced competitive advantage.

KW - Strategic Green Marketing Orientation

KW - Environmental Management Systems

KW - Internal Marketing

KW - Employee Engagement

KW - Competitive Advantages

M3 - Conference contribution

BT - Global Alliance of Marketing & Management Associations

T2 - 2025 Global Marketing Conference at Hong Kong

Y2 - 24 July 2025 through 27 July 2025

ER -

Internal Marketing: An Important Role in the Effectiveness of Environmental Sustainability

Abstract

Conference

Keywords

Embargoed Document

Fingerprint

Cite this