Title: Landscaping services adoption by organisations in Malaysia: a strategic response to sustainable development

Authors: N.C. Chukwunonso, N.N.O. Ndu

Addresses: Market Centric Limited, Island Glades, 11700 Gelugor, Penang, Malaysia. ' Market Centric Limited, Island Glades, 11700 Gelugor, Penang, Malaysia

Abstract: The societal marketing concept advocates the conduct of marketing activities at the societal (or environmental) well-being. Among the ways approached by firms, this concept includes landscaping. Adopting the theory of organisational buying behaviour and the innovation diffusion theory, this paper examines the factors that discriminate between organisational adopters and non-adopters of this societal marketing strategy. About 94 organisations provided the data for the study. The results show that environmental factors such as economic outlook, government influence, competitive development and public scrutiny are important dimensions. In addition, organisational factors namely, organisation|s size, organisation|s people, environmental sensitivity, cost implication and management factors such as attitude and intention are sufficient for discriminating between adopters and non-adopters. Lastly, relative advantage, compatibility and complexity are significant dimensions from the innovation diffusion theory.

Keywords: innovation diffusion theory; landscaping adoption; Malaysia; sustainable development; organisational buying behaviour; societal marketing concepts; sustainability; environmental factors; organisational factors.

DOI: 10.1504/IJSTM.2007.012220

International Journal of Services Technology and Management, 2007 Vol.8 No.1, pp.80 - 106

Available online: 29 Jan 2007 *

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