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Green Marketing Practice And Its Effect On Small And Media Enterprises Performance

How, Pei Yee (2016) Green Marketing Practice And Its Effect On Small And Media Enterprises Performance. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

Nowadays the movement of going green is getting popular as the world faces multitude environmental challenges. Hence, most of the firms have also started to implement green marketing in their business arena. Green marketing has been implemented to preserve of the natural environment while satisfying consumers’ preferences. The adoption of green marketing strategies may bring about benefits and the firms are able to gain competitive advantage. Consequently, the firms can attain a better performance. Due to environmental sustainability problems, green marketing is not only applicable to large companies but also for small and medium companies. Despite of the growing importance of green marketing, this research aims to examine the effect of green marketing practice on the SMEs performance. The data were collected using questionnaires survey. There are 100 returned questionnaires received and data analysis was undertaken using SPSS software package version 20. The findings shows that SMEs are implementing various kinds of green marketing strategies and these strategies would offer a lot of benefits to the company. The adoption of green marketing is positively related to performance of SME firms and it plays an important role to enhance firms’ performance.

Item Type: Monograph (Project Report)
Uncontrolled Keywords: Consumer behavior, Communication in marketing, Green marketing
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HF Commerce
Divisions: Library > Projek Sarjana Muda > FPTT
Depositing User: Mohd Hannif Jamaludin
Date Deposited: 31 Jul 2017 00:42
Last Modified: 31 Jul 2017 00:42
URI: http://eprints.utem.edu.my/id/eprint/18680

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