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

被引：55
|
作者：
Hasan, Zuhairah [1 ]
Ali, Noor Azman [2 ]
机构：
[1] Univ Putra Malaysia, Putra Business Sch, Serdang 43400, Selangor, Malaysia
[2] Univ Putra Malaysia, Fac Econ & Management, Serdang 43400, Selangor, Malaysia
来源：
CONTEMPORARY ISSUES IN MANAGEMENT AND SOCIAL SCIENCE RESEARCH | 2015年 / 172卷
关键词：
green marketing; firms' performance; sustainability; marketing strategy; Malaysia; PRODUCT INNOVATION; MODERATING ROLE; SUSTAINABILITY; ADOPTION; PERCEPTION; ADVANTAGE; COMPANIES;
D O I：
10.1016/j.sbspro.2015.01.382
中图分类号：
C [社会科学总论];
学科分类号：
03 ; 0303 ;
摘要：
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. (C) 2015 The Authors. Published by Elsevier Ltd. This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/).
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页码：463 / 470
页数：8
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