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

• Main Authors: Rosli, Norhizan, Abdullah, Kalthom, Haque, A. K. M. Ahasanul
• Format: Article
• Language: English; English
• Published: American Scientific Publishers 2018
• Subjects: HB Economic Theory; HF5410 Marketing. Distribution of products
• Online Access: http://irep.iium.edu.my/70443/2/70443_Measuring%20Consumers%27%20Understanding%20of%20Green_WOS.pdf; http://irep.iium.edu.my/70443/13/70443_Measuring%20Consumers%27%20Understanding%20of%20Green.pdf; http://irep.iium.edu.my/70443/; 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...