Measuring consumers’ understanding of green marketing objective and concept in relation to environmental protection

• Main Authors: Haque, A. K. M. Ahasanul, Rosli, Norhizan, Abdullah, Kalthom
• Format: Article
• Language: English; English
• Published: American Scientific Publishers 2018
• Subjects: HF5001 Business. Business Administration
• Online Access: http://irep.iium.edu.my/69124/1/69124_Measuring%20Consumers%E2%80%99%20Understanding%20of%20Green%20Marketing.pdf; http://irep.iium.edu.my/69124/7/69124_Measuring%20consumers%E2%80%99%20understanding%20of%20green_WOS.pdf; http://irep.iium.edu.my/69124/; https://www.ingentaconnect.com/contentone/asp/asl/2018/00000024/00000005/art00065

Green marketing has been an increasingly important element toward the practice of environmental protection. A term coined by marketing gurus, it is a structured topic, essentially offered in academic institutions. However, not every consumer enrols in such courses during their academic years. While...