ABSTRACT
The author investigates factors that affect an individual market-maven’s voluntary reaction to governmental-reformed green policy. The distinctive reform elected here is an EPA voluntary policy as a regulatory alternative. This offers a marketing approach to replace traditional mandatory regulation. Guided by Ecological-Marketing theory, this chapter adopts the parallel-political and marketplace conceptualization as a framework for delineating industrial market-mavens’ reactions to green earth governmental policies. A field investigation of 88 industrial reactions suggests that benefits and uncertainties about the policy, as well as adaptability of the market-maven centers, have significant impact on a favorable reaction to the green policy. New measures of different types of policy benefit and uncertainty as well as structural and climatic adaptation in group settings are developed, validated, and offered for use in future research.
