The increasing social awareness about the need for a greater protection of the natural resources has lead to a growing number of consumers with consideration for environmental issues. Despite this relevance there is still little marketing literature that explains how the organizations develop ecological strategies and why these business policies differ in their results. With the aim to help fill this gap this research analyzes the decisional process that leads managers to implement a Green Marketing Strategy (GMS) and the role played by the organizational variables in this implementation. One main objective is to develop an in-depth analysis that would integrate individual, social and technical issues to depict all factors linked to the implementation of a GMS. Therefore to explain the implementation of a GMS study adopts a theoretical framework based on the sociological perspective of the institutional theory and on the constructivist approach.

Environmentally Friendly Marketing, Green Marketing Strategy, Implementation, Institutional Theory, Constructivism, Managerial Discretion, Organizational Variables