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Marketing feasibility of Malaysian eco-products

Marketing feasibility of Malaysian eco-products Green marketing as a term refers to the systematic process of planning, developing and promoting goods and services that meet the needs of consumers for quality, output, affordable prices, accessible service, without harming the environment. According to the literature, green marketing is neither merely a green way of marketing, nor just the marketing of green products. Green has to be both, i.e., referring to the method of marketing as well as the marketing of the product itself. The current study investigates the impact and relationship between green marketing tools and customer’s actual purchase behaviour, and whether Malaysian consumers are aware of eco-label initiatives. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Interdisciplinary Environmental Review Inderscience Publishers

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Publisher
Inderscience Publishers
Copyright
Copyright © Inderscience Enterprises Ltd. All rights reserved
ISSN
1521-0227
eISSN
2042-6992
DOI
10.1504/IER.2012.051429
Publisher site
See Article on Publisher Site

Abstract

Green marketing as a term refers to the systematic process of planning, developing and promoting goods and services that meet the needs of consumers for quality, output, affordable prices, accessible service, without harming the environment. According to the literature, green marketing is neither merely a green way of marketing, nor just the marketing of green products. Green has to be both, i.e., referring to the method of marketing as well as the marketing of the product itself. The current study investigates the impact and relationship between green marketing tools and customer’s actual purchase behaviour, and whether Malaysian consumers are aware of eco-label initiatives.

Journal

Interdisciplinary Environmental ReviewInderscience Publishers

Published: Jan 1, 2012

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