The Impact of Green Marketing Strategy on the Firm's Performance in Malaysia. (27th January 2015)

• Record Type: Journal Article
• Authors: Hasan, Zuhairah; Ali, Noor Azman
• Is Part Of: Procedia--social and behavioral sciences. Volume 172(2015)
• Page Start: 463
• Page End: 470
• Publication Date: 2015-01-27
• Subjects: green marketing -- firms' performance -- sustainability -- marketing strategy -- Malaysia; Social sciences -- Periodicals; Social sciences -- Congresses; Arts -- Periodicals; Arts -- Congresses; Humanities -- Periodicals; Humanities -- Congresses; 300
• DOI: 10.1016/j.sbspro.2015.01.382
• Languages: English
• ISSNs: 1877-0428

Abstract

Abstract: 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.