How green marketing mix strategies affects the firm's performance: a Malaysian perspective
by Wan-Har Goh; Yen-Nee Goh; Shaizatulaqma Kamalul Ariffin; Yashar Salamzadeh
International Journal of Sustainable Strategic Management (IJSSM), Vol. 7, No. 1/2, 2019

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.

Online publication date: Fri, 12-Apr-2019

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Sustainable Strategic Management (IJSSM):
Login with your Inderscience username and password:

    Username:        Password:         

Forgotten your password?


Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com