Factors driving the integration of environmental variable in Business Economics and Marketing

Abstract

Enterprises are now facing a new challenge: the incorporation of environmental subjects in the management and in the decision making process of enterprises. There are several factors which have induced the Economy of the enterprise and Marketing to introduce environmental subjects in its approaches to build a theoretic base that allow enterprises to deal with the new environmental needs of customers and society. In this paper, we analyze the factors that have contributed to increase the actual importance of the environmental variable in the firm, and at the same time, the reasons that have motivated its exclusion in the past.

Keywords

• Ecological Management and Marketing
• environmental concern
• environmental regulation