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Redefining the value proposition through green promotions and green corporate image in the era of Industrial Revolution 4.0: A study of Gen Y green consumers in Malaysia

Sales; Surveys; Corporate images; Digital disruption; Green marketing; Green purchasing; Industrial revolutions; Green manufacturing; business development; consumption behavior; corporate strategy; decision analysis; digital mapping; industrial regulation; marketing; policy making; Malaysia

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Main Authors: Bathmanathan V., Rajadurai J.
Other Authors: 57189247534
Format: Article
Published: Inderscience Publishers 2023
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spelling my.uniten.dspace-248522023-05-29T15:27:55Z Redefining the value proposition through green promotions and green corporate image in the era of Industrial Revolution 4.0: A study of Gen Y green consumers in Malaysia Bathmanathan V. Rajadurai J. 57189247534 13907110500 Sales; Surveys; Corporate images; Digital disruption; Green marketing; Green purchasing; Industrial revolutions; Green manufacturing; business development; consumption behavior; corporate strategy; decision analysis; digital mapping; industrial regulation; marketing; policy making; Malaysia Industrial Revolution 4.0 is shaping the future of purchasing behaviour due to digital disruption. Digital disruption ends conventional business structures. This study aimed to analyse the relationship between green promotion (GP) and Gen Y green purchasing decisions (GPD) in Malaysia. It also aimed to incorporate a new strategy by introducing green corporate image as a variable to identify if it mediates the relationship between GP and GPD and explore green promotion and green corporate image as perceived by Gen Y consumers. A qualitative approach was used in which focus groups were interviewed to refine the questionnaire. Secondly, interviewing data was analysed by using structural equation modelling to determine the significance of green promotions and green corporate image on Gen Y purchasing behaviour. The findings of this study will help manufacturers to modify their promotional strategies and assist policymakers to align the 11th Malaysia Plan with Industrial Revolution 4.0 goals. Copyright � 2019 Inderscience Enterprises Ltd. Final 2023-05-29T07:27:54Z 2023-05-29T07:27:54Z 2019 Article 10.1504/IJETM.2019.104920 2-s2.0-85079740843 https://www.scopus.com/inward/record.uri?eid=2-s2.0-85079740843&doi=10.1504%2fIJETM.2019.104920&partnerID=40&md5=d0b171f7fb921b259666c09ff9e0d7a9 https://irepository.uniten.edu.my/handle/123456789/24852 22 6 456 477 Inderscience Publishers Scopus
institution Universiti Tenaga Nasional
building UNITEN Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Tenaga Nasional
content_source UNITEN Institutional Repository
url_provider http://dspace.uniten.edu.my/
description Sales; Surveys; Corporate images; Digital disruption; Green marketing; Green purchasing; Industrial revolutions; Green manufacturing; business development; consumption behavior; corporate strategy; decision analysis; digital mapping; industrial regulation; marketing; policy making; Malaysia
author2 57189247534
author_facet 57189247534
Bathmanathan V.
Rajadurai J.
format Article
author Bathmanathan V.
Rajadurai J.
spellingShingle Bathmanathan V.
Rajadurai J.
Redefining the value proposition through green promotions and green corporate image in the era of Industrial Revolution 4.0: A study of Gen Y green consumers in Malaysia
author_sort Bathmanathan V.
title Redefining the value proposition through green promotions and green corporate image in the era of Industrial Revolution 4.0: A study of Gen Y green consumers in Malaysia
title_short Redefining the value proposition through green promotions and green corporate image in the era of Industrial Revolution 4.0: A study of Gen Y green consumers in Malaysia
title_full Redefining the value proposition through green promotions and green corporate image in the era of Industrial Revolution 4.0: A study of Gen Y green consumers in Malaysia
title_fullStr Redefining the value proposition through green promotions and green corporate image in the era of Industrial Revolution 4.0: A study of Gen Y green consumers in Malaysia
title_full_unstemmed Redefining the value proposition through green promotions and green corporate image in the era of Industrial Revolution 4.0: A study of Gen Y green consumers in Malaysia
title_sort redefining the value proposition through green promotions and green corporate image in the era of industrial revolution 4.0: a study of gen y green consumers in malaysia
publisher Inderscience Publishers
publishDate 2023
_version_ 1806428007490912256
score 13.18916

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