Investigating Green Marketing Orientation Practices among Green Small and Medium Enterprises
This study aims to establish the relationship between the Green Marketing Orientation (GMO) variables and the performance of Green Small and Medium Enterprises (GSMEs) across the building and energy sectors in Malaysia, using customer satisfaction as a means of performance measurement. The GMO varia...
Saved in:
Main Authors: | , , , , |
---|---|
Other Authors: | |
Format: | Article |
Published: |
Korea Distribution Science Association (KODISA)
2023
|
Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
id |
my.uniten.dspace-26598 |
---|---|
record_format |
dspace |
spelling |
my.uniten.dspace-265982023-05-29T17:12:32Z Investigating Green Marketing Orientation Practices among Green Small and Medium Enterprises Rajadurai J. Zahari A.R. Esa E. Bathmanathan V. Ishak N.A.M. 13907110500 57216607750 55246857900 57189247534 57525152300 This study aims to establish the relationship between the Green Marketing Orientation (GMO) variables and the performance of Green Small and Medium Enterprises (GSMEs) across the building and energy sectors in Malaysia, using customer satisfaction as a means of performance measurement. The GMO variables examined include Greening the Process (GTP), Green Supply Chain Management (GSCM), Green Strategic Policy Initiatives (GSPI), Proactive Energy Conservation (PEC) and Green Promotion (GP). The items used to measure these variables were extracted from literature and adapted to the context of the variables based on feedback from Focus Group Discussions and Expert Opinion sessions. This study employs a survey sample of 300 respondents but only 238 completed questionnaires were returned. The results reveal that GTP, GSCM and PEC have a positive impact on Customer Satisfaction but not GSPI and GP. The findings suggest that owners or managers of GSMEs should focus on maintaining and improving GTP, GSCM and PEC in order to create greater satisfaction among their customers. The significance of this study is that it enables the creation of a framework that enables GSMEs to design a pathway towards achieving a cleaner production of goods and services in line with United Nations Sustainable Development Goals. � 2021. This is an Open Access article distributed under the terms of the Creative Commons Attribution Non-Commercial License (https://creativecommons.org/licenses/by-nc/4.0/) which permits unrestricted non-commercial use, distribution, and reproduction in any medium, provided the original work is properly cited. All rights reserved. Final 2023-05-29T09:12:32Z 2023-05-29T09:12:32Z 2021 Article 10.13106/jafeb.2021.vol8.no1.407 2-s2.0-85099945453 https://www.scopus.com/inward/record.uri?eid=2-s2.0-85099945453&doi=10.13106%2fjafeb.2021.vol8.no1.407&partnerID=40&md5=c21f7be9176fd87edecae5162abc54fd https://irepository.uniten.edu.my/handle/123456789/26598 8 1 407 417 Korea Distribution Science Association (KODISA) 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 |
This study aims to establish the relationship between the Green Marketing Orientation (GMO) variables and the performance of Green Small and Medium Enterprises (GSMEs) across the building and energy sectors in Malaysia, using customer satisfaction as a means of performance measurement. The GMO variables examined include Greening the Process (GTP), Green Supply Chain Management (GSCM), Green Strategic Policy Initiatives (GSPI), Proactive Energy Conservation (PEC) and Green Promotion (GP). The items used to measure these variables were extracted from literature and adapted to the context of the variables based on feedback from Focus Group Discussions and Expert Opinion sessions. This study employs a survey sample of 300 respondents but only 238 completed questionnaires were returned. The results reveal that GTP, GSCM and PEC have a positive impact on Customer Satisfaction but not GSPI and GP. The findings suggest that owners or managers of GSMEs should focus on maintaining and improving GTP, GSCM and PEC in order to create greater satisfaction among their customers. The significance of this study is that it enables the creation of a framework that enables GSMEs to design a pathway towards achieving a cleaner production of goods and services in line with United Nations Sustainable Development Goals. � 2021. This is an Open Access article distributed under the terms of the Creative Commons Attribution Non-Commercial License (https://creativecommons.org/licenses/by-nc/4.0/) which permits unrestricted non-commercial use, distribution, and reproduction in any medium, provided the original work is properly cited. All rights reserved. |
author2 |
13907110500 |
author_facet |
13907110500 Rajadurai J. Zahari A.R. Esa E. Bathmanathan V. Ishak N.A.M. |
format |
Article |
author |
Rajadurai J. Zahari A.R. Esa E. Bathmanathan V. Ishak N.A.M. |
spellingShingle |
Rajadurai J. Zahari A.R. Esa E. Bathmanathan V. Ishak N.A.M. Investigating Green Marketing Orientation Practices among Green Small and Medium Enterprises |
author_sort |
Rajadurai J. |
title |
Investigating Green Marketing Orientation Practices among Green Small and Medium Enterprises |
title_short |
Investigating Green Marketing Orientation Practices among Green Small and Medium Enterprises |
title_full |
Investigating Green Marketing Orientation Practices among Green Small and Medium Enterprises |
title_fullStr |
Investigating Green Marketing Orientation Practices among Green Small and Medium Enterprises |
title_full_unstemmed |
Investigating Green Marketing Orientation Practices among Green Small and Medium Enterprises |
title_sort |
investigating green marketing orientation practices among green small and medium enterprises |
publisher |
Korea Distribution Science Association (KODISA) |
publishDate |
2023 |
_version_ |
1806426487735189504 |
score |
13.18916 |