Abstract
Climate change, global warming, and population increase have sparked the need to reorient Malaysia's food security strategy by adopting green marketing practices in agriculture production. The paper explored green marketing awareness practices among the small-scale cuniculture farmers at Cenderong Balai-Sg. Manik, Hilir Perak, Malaysia. From the qualitative method, the analysis indicated that the rabbit farmers needed to be aware of and practice green marketing strategies. The study's implications showed that eco-friendly packaging products, for instance, will benefit the environment. A balance has to be reached for the farmers to be more innovative in selling their products for environmental sustainability.
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