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2. Master Thesis / Tesis Master
3. Institute of Malaysian and International Studies / Institut Kajian Malaysia dan Antarabangsa (IKMAS)

Title:	The influence of pestle factors and level of greening in 7P’s Green Marketing Mix
Authors:	S. Balasubramaniam K. Subramaniam (P54338)
Supervisor:	Sivapalan Selvadurai, Assoc. Prof. Dr.
Keywords:	Green marketing Social responsibility of business Small business -- Management Universiti Kebangsaan Malaysia -- Dissertations Dissertations Academic -- Malaysia
Issue Date:	26-Sep-2018
Description:	Globally, small and medium scale enterprises (SMEs) play a pivotal role in the green economy of a country. In Malaysia, the level of green marketing practiced by the local SMEs and its contributing factors were not reported explicitly in any literature and therefore a study has been carried out to determine the extent of greening practices among SME’s companies particularly in the surrounding Klang Valley area. The objectives of this study are (i) to assess the level of greening practices among SME companies with respect to each of the 7P’s of Green Marketing Mix and (ii) to analyse the influence of Politics, Economy, Social, Technology, Legal and Environment (PESTLE) factors among SME manufacturing companies on selected Green Marketing Mix. A qualitative and quantitative approach utilizing both survey method and semi-structured interviews was undertaken. The survey, comprising both closed and open ended questions, was administered to 15 respondents from 116 shortlisted ISO 14001 certified manufacturing firms located in the high populated Klang Valley area in Malaysia. Meanwhile, the semi-structured interview comprised of expert views of four key informants from the selected manufacturing sub-sectors. The findings provide insights in to the level of green marketing practice among Malaysian SMEs in the context of the 7P’s of marketing mix; i.e. Product, Place, Price, Promotion, Physical Evidence, Process and People. The results of this study have indicated that majority of the SMEs in Malaysia practices greening approach right from the product development stage until the product reach the consumers. Generally, SMEs have common understanding with regards to the requirements of green consumers. Adoption of green strategies is therefore highlighted as important in all stages of a product life cycle. Green manufacturing process, green logistics, customer-centric and premium pricing, promotion via internet and newspapers/magazines, clean technology, product standardization and governmental support are among the essential factors highlighted by the SMEs in marketing green products to the consumers. The future of green practices is heading towards upward direction. The findings from this study strongly support Malaysia’s current position on green manufacturing and the future endeavours of SMEs to compete globally in the green market.,Master of Philosophy
Pages:	195
Call Number:	HF5413.S233 2018 tesis
Publisher:	UKM, Bangi
Appears in Collections:	Institute of Malaysian and International Studies / Institut Kajian Malaysia dan Antarabangsa (IKMAS)

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