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Modelling the relationship between green marketing strategies and performance outcomes for business sustainability

This article presents an integrative model on how the commitment of a green industry can give impact to the economic, marketing and environmental performance. The issues become pertinent to the global as it influences the way business practice as it gives detrimental impact to the economy, environme...

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Main Authors: Hasan, Zuhairah, Ali, Noor Azman
Format: Conference or Workshop Item
Language:English
Published: Faculty of Economics and Management, Universiti Putra Malaysia 2017
Online Access:http://psasir.upm.edu.my/id/eprint/58689/1/1-ZUHAIRAH_HASAN.pdf
http://psasir.upm.edu.my/id/eprint/58689/
http://www.econ.upm.edu.my/upload/dokumen/20170802182600003-_ZUHAIRAH_HASAN.pdf
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spelling my.upm.eprints.586892018-01-29T08:43:57Z http://psasir.upm.edu.my/id/eprint/58689/ Modelling the relationship between green marketing strategies and performance outcomes for business sustainability Hasan, Zuhairah Ali, Noor Azman This article presents an integrative model on how the commitment of a green industry can give impact to the economic, marketing and environmental performance. The issues become pertinent to the global as it influences the way business practice as it gives detrimental impact to the economy, environment and society. Since many firms are converting to green industry business, the challenge is to ensure the strategy adopted can contribute to the organizational performance. More firms are aligning their activities with the principles of sustainable development. While interest in, and proactive commitment to aligning their business activities to achieve sustainable development, this paper addresses several issues in the green marketing strategies. This article empirically examines on how green marketing strategies influence different dimensions on organizational performance among the ISO 14001 certified firms in Malaysia. This study uses a structured questionnaire derived from the literature and employing a mail survey and distributed to 100 respondents and it reports the empirical results of a survey. The results of testing the hypotheses that predicted that green product, green price, green promotion, green distribution, strategic competency and marketing resources significantly positively affects organizational performance. Management implications to re-orient their marketing strategies are discussed. Faculty of Economics and Management, Universiti Putra Malaysia 2017 Conference or Workshop Item PeerReviewed application/pdf en http://psasir.upm.edu.my/id/eprint/58689/1/1-ZUHAIRAH_HASAN.pdf Hasan, Zuhairah and Ali, Noor Azman (2017) Modelling the relationship between green marketing strategies and performance outcomes for business sustainability. In: Global Conference on Business and Economics Research (GCBER) 2017, 14-15 Aug. 2017, Universiti Putra Malaysia, Serdang, Selangor. (pp. 20-27). http://www.econ.upm.edu.my/upload/dokumen/20170802182600003-_ZUHAIRAH_HASAN.pdf
institution Universiti Putra Malaysia
building UPM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Putra Malaysia
content_source UPM Institutional Repository
url_provider http://psasir.upm.edu.my/
language English
description This article presents an integrative model on how the commitment of a green industry can give impact to the economic, marketing and environmental performance. The issues become pertinent to the global as it influences the way business practice as it gives detrimental impact to the economy, environment and society. Since many firms are converting to green industry business, the challenge is to ensure the strategy adopted can contribute to the organizational performance. More firms are aligning their activities with the principles of sustainable development. While interest in, and proactive commitment to aligning their business activities to achieve sustainable development, this paper addresses several issues in the green marketing strategies. This article empirically examines on how green marketing strategies influence different dimensions on organizational performance among the ISO 14001 certified firms in Malaysia. This study uses a structured questionnaire derived from the literature and employing a mail survey and distributed to 100 respondents and it reports the empirical results of a survey. The results of testing the hypotheses that predicted that green product, green price, green promotion, green distribution, strategic competency and marketing resources significantly positively affects organizational performance. Management implications to re-orient their marketing strategies are discussed.
format Conference or Workshop Item
author Hasan, Zuhairah
Ali, Noor Azman
spellingShingle Hasan, Zuhairah
Ali, Noor Azman
Modelling the relationship between green marketing strategies and performance outcomes for business sustainability
author_facet Hasan, Zuhairah
Ali, Noor Azman
author_sort Hasan, Zuhairah
title Modelling the relationship between green marketing strategies and performance outcomes for business sustainability
title_short Modelling the relationship between green marketing strategies and performance outcomes for business sustainability
title_full Modelling the relationship between green marketing strategies and performance outcomes for business sustainability
title_fullStr Modelling the relationship between green marketing strategies and performance outcomes for business sustainability
title_full_unstemmed Modelling the relationship between green marketing strategies and performance outcomes for business sustainability
title_sort modelling the relationship between green marketing strategies and performance outcomes for business sustainability
publisher Faculty of Economics and Management, Universiti Putra Malaysia
publishDate 2017
url http://psasir.upm.edu.my/id/eprint/58689/1/1-ZUHAIRAH_HASAN.pdf
http://psasir.upm.edu.my/id/eprint/58689/
http://www.econ.upm.edu.my/upload/dokumen/20170802182600003-_ZUHAIRAH_HASAN.pdf
_version_ 1643836857939656704
score 13.211869

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