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The impact of green marketing strategy on the firm's performance in Malaysia


Hasan, Zuhairah and Ali, Noor Azman (2015) The impact of green marketing strategy on the firm's performance in Malaysia. Procedia - Social and Behavioral Sciences, 172. pp. 463-470. ISSN 1877-0428


This is a conceptual paper to study the impacts of green marketing strategy on the Malaysian certified ISO 14001 Environmental Management System firms’ performance. The paper aims at presenting the reviews of the literature on the green marketing and analyses the two factors that will influence the firms’ performance. Despite the rising trend of consumers that willing to spend for a green product and the potential of green product, previous literature revealed that green marketing has encountered some challenges. The conclusion that was drawn is that, green innovation and the green promotion have a positive effect on the firms’ performance.

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Additional Metadata

Item Type: Article
Divisions: Faculty of Economics and Management
Putra Business School
DOI Number: https://doi.org/10.1016/j.sbspro.2015.01.382
Publisher: Elsevier
Keywords: Green marketing; Firms' performance; Sustainability; Marketing strategy; Malaysia
Depositing User: Nabilah Mustapa
Date Deposited: 14 Sep 2016 02:44
Last Modified: 14 Sep 2016 02:44
Altmetrics: http://www.altmetric.com/details.php?domain=psasir.upm.edu.my&doi=10.1016/j.sbspro.2015.01.382
URI: http://psasir.upm.edu.my/id/eprint/48152
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