Green marketing practices among SMEs in Melaka and their impact on performance

Yam, Fui Teng (2019) Green marketing practices among SMEs in Melaka and their impact on performance. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

In this new era, climate change issues lead to consumers to become more concerned about how to protect environment and create a safe living environment. Hence, most of the firms have begun to apply green marketing in their business in order to fulfil consumer’s demand and protect the natural environment. This study focus on the impact of green marketing practices toward SMEs performance. This study used quantitative method and collected 124 survey questionnaires from SMEs in Malaysia as data collection. Data analysis were undertaken by using Smart PLS version 3.2.8. There are four hypothesis were tested in this research. The findings show that green product and green promotion will influence on firm performance while green pricing and green place will not influence on firm performance

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