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Green marketing and its implications for consumers and businesses in Malaysia


Citation

Lee, Gerald C. P. and Ahmad, M. I. (1997) Green marketing and its implications for consumers and businesses in Malaysia. In: 1997 World Marketing Congress, 24-27 June 1997, Kuala Lumpur, Malaysia. (pp. 114-118).

Abstract / Synopsis

Environmental issues are fast becoming important business issues m Malaysia. Many corporations are beginning to incorporate ‘green values’ into their marketing strategies. Malaysian consumers have been slow in responding to the environmental issues in the past but with increased per capita income and higher educational levels, the tide is now changing rapidly. This study was undertaken to assess the level of understanding of the concepts of green marketing and green products among consumers and marketers in Malaysia. The research also evaluated the ‘green corporations’ and their role and responses to the green revolution.


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Additional Metadata

Item Type: Conference or Workshop Item (Paper)
Divisions: Universiti Putra Malaysia
DOI Number: https://doi.org/10.1007/978-3-319-17320-7_28
Publisher: Academy of Marketing Science
Keywords: Green marketing; Green corporation; Green products
Depositing User: Nabilah Mustapa
Date Deposited: 21 May 2018 11:33
Last Modified: 21 May 2018 11:33
Altmetrics: http://www.altmetric.com/details.php?domain=psasir.upm.edu.my&doi=10.1007/978-3-319-17320-7_28
URI: http://psasir.upm.edu.my/id/eprint/60411
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