Managing Greenness In Firm Marketing To Enhance Business Performance

Chong, Kah Juan (2015) Managing Greenness In Firm Marketing To Enhance Business Performance. Project Report. UTeM, Melaka, Malaysia. (Submitted)

Preview

Text (24 pages) Managing greenness in firm marketing to enhance business performance 24 Pages.pdf - Submitted Version Download (284kB) | Preview

Abstract

Nowadays more firm are moving to the green marketing to get the competitive advantages when the consumers start to concern about the environment aspects. Green marketing has been implemented to generate or facilitate any exchanges intended to satisfy the consumer needs and wants by reduce negative impact on the natural environment. However, there were also some challenges of implementing green marketing that need to be considered to ensure that firm really gains the benefits from it. Thus, this research aims to increase the understanding of green marketing and business performance. There were three main objectives in this research. Firstly, to investigate the elements of green marketing that can bring advantages to enhance business performance. Secondly, to determines the challenges that face by firms‟ in implementing the green marketing and finally, to determines the relationship between green marketing strategy and business performance. In this study, the food and beverages industry had been selected as the sample. 100 returned questionnaires analyzed using SPSS software package. The results show that, not every company had applied green marketing with their own reasons. The main reasons were on the high cost and less customer awareness. On the other hand, the companies that had implemented green marketing respond that, by understanding the benefits, challenges and the strategy of green marketing can enhance the business performance. Therefore, the whole research results can assist the companies that want to implement the green marketing as can brought great enhancement on the business performance.

Actions (login required)

View Item