Abstract
Green approaches are a 'must' in the current business environment given the importance of environmental issues in different aspects of business activities in different businesses such as electrical and electronics manufacturing firms. Green marketing strategies are one of the main green approaches in manufacturing industry influencing environmental outcomes and firm performance in different levels. This study aims to investigate the effects of green marketing mix program on firm performance. A survey is conducted in E&E manufacturing firms in Malaysia under the Federation of Malaysian Manufacturers (FMM) 2014. We gathered 121 questionnaires from marketing managers or business development managers in this industry. We studied the impacts of green product, green price, green place, and green promotion, on firm performance using a stakeholder-theory-based conceptual model. The research findings show that green product, green price, and green promotion significantly influence firm performance in E&E manufacturing firms in Malaysia.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: International Journal of Sustainable Strategic Management
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
