Factors Affecting The Company Using Green Marketing

Tea, Ann Wen (2016) Factors Affecting The Company Using Green Marketing. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

Green marketing is the process of selling products and/or services based on their environmental benefits. It is commonly adopted by firms around the world. Many firms have changed to use the green marketing in order to have a competitive advantage since the demand of customers is high. This research aims to develop a theoretical framework to examine the factors that affect the company using the green marketing, specifically in the area of Melaka, Malaysia. All the variables are competitive advantage, corporate social responsibilities and competitive pressure. A target total of 100 usable questionnaires will be analyzed by using multiple regression analysis to analyze linear relationship between dependent variable and independent variables. The results indicated that competitive advantage and corporate social responsibilities have positively influenced the company using the green marketing whereas competitive pressure does not influence.

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