Understanding the effects of green marketing management on muslim consumers in Malaysia from and Islamic perspective
The association of green marketing with Islamic marketing is still very new. This paper aims to conceptually link green marketing with Islamic marketing philosophies and to understand green marketing concept from an Islamic perspective. This study investigates whether Muslim consumers in Malaysia...
| Main Authors: | , , |
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| Format: | Conference or Workshop Item |
| Language: | English English |
| Published: |
2014
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| Subjects: | |
| Online Access: | http://irep.iium.edu.my/39936/ http://irep.iium.edu.my/39936/ http://irep.iium.edu.my/39936/1/Green_Marketing_ICMIP_2_Conference_2014.pdf http://irep.iium.edu.my/39936/3/ICMIP-2_2014_%2528FULL_PAPERS%2529.pdf |
| Summary: | The association of green marketing with Islamic marketing is still very new. This paper aims
to conceptually link green marketing with Islamic marketing philosophies and to understand
green marketing concept from an Islamic perspective. This study investigates whether
Muslim consumers in Malaysia identify with the green marketing principals and philosophies
based on their religious beliefs and understanding, particularly Islam. This is a conceptual
paper. A self-administered survey questionnaire will be distributed among 150 Malaysian
respondents from various demographic backgrounds, and will be analysed using SPSS
program. Initial finding suggests that even though Malaysian consumers have some degree
of understanding of green marketing concepts and tools, however, not many Muslim
consumers could relate their religious understanding to green marketing practices. Religious
understanding among Malaysian consumers could be applied in the realm of green marketing
theory as the phenomenon could be observed from the consumption or purchase pattern of
Muslim consumers. Although not all elements of green marketing management theory could
be applied in Islamic society, however, green marketing concepts and philosophies will
provide some guidelines that could be applied in advancing marketing management theory
from the Islamic perspective. It was hypothesized that being a Muslim, consumers are
expected to develop some form of religious belief or values based on their knowledge gained
from the religious teaching of Islam. As a Muslim, consumers are expected to be more
supportive of green activities (e.g., environmental protection) as this responsibility to protect
the wellbeing of human and the environment has been written in the Qu’ran. This study shall
propagate among the Muslim consumers in Malaysia the importance of understanding that
green marketing is part and parcel of Islamic Marketing philosophy derived from Devine
principals. Contrary to the hypotheses, initial findings found that Muslim consumers were
less concern about protecting the environment as reflected in their responses to questions
raised on green marketing concepts and tools. |
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