Title: Redefining the value proposition through green promotions and green corporate image in the era of Industrial Revolution 4.0: a study of Gen Y green consumers in Malaysia

Authors: Vathana Bathmanathan; Jegatheesan Rajadurai

Addresses: Universiti Tenaga Nasional, Jalan Ikram-Uniten, 4300 Kajang, Malaysia ' Universiti Tenaga Nasional, Kampus Sultan Haji Ahmad Shah, Wisma Sultan Haji Ahmad Shah, 26700 Bandar Muadzam Shah, Pahang, Malaysia

Abstract: Industrial Revolution 4.0 is shaping the future of purchasing behaviour due to digital disruption. Digital disruption ends conventional business structures. This study aimed to analyse the relationship between green promotion (GP) and Gen Y green purchasing decisions (GPD) in Malaysia. It also aimed to incorporate a new strategy by introducing green corporate image as a variable to identify if it mediates the relationship between GP and GPD and explore green promotion and green corporate image as perceived by Gen Y consumers. A qualitative approach was used in which focus groups were interviewed to refine the questionnaire. Secondly, interviewing data was analysed by using structural equation modelling to determine the significance of green promotions and green corporate image on Gen Y purchasing behaviour. The findings of this study will help manufacturers to modify their promotional strategies and assist policymakers to align the 11th Malaysia Plan with Industrial Revolution 4.0 goals.

Keywords: digital disruption; Industrial Revolution 4.0; IR 4.0; green marketing mix strategy; green corporate image; GCI; green purchasing decision; GPD; green consumer behaviour.

DOI: 10.1504/IJETM.2019.104920

International Journal of Environmental Technology and Management, 2019 Vol.22 No.6, pp.456 - 477

Received: 08 May 2019
Accepted: 01 Aug 2019
Published online: 06 Feb 2020 *

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