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

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...

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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/ http://irep.iium.edu.my/70443/ http://irep.iium.edu.my/70443/ 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

id	iium-70443
recordtype	eprints
spelling	iium-704432019-07-12T08:21:38Z http://irep.iium.edu.my/70443/ Measuring consumers' understanding of green marketing objective and concept in relation to environmental protection Rosli, Norhizan Abdullah, Kalthom Haque, A. K. M. Ahasanul HB Economic Theory HF5410 Marketing. Distribution of products 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 some may gain their knowledge academically, others may acquire it through daily interactions with family members, friends, colleagues, business associations, or through the mass or social media. It is believed that the meaning and purpose of green marketing did not reach the general public, questioning the capability of green marketing in becoming a key factor in encouraging consumers to protect the environment. The lack of understanding the objective and concept of green marketing among consumers clearly reflect the unfavourable behaviour and support towards environmental protection. Due to this limitation, the intent of this study is to investigate the level of consumers’ understanding of green marketing objective and concepts through green marketing tools, as well as identify the common medium that contribute to their understanding. This study is also conducted to confirm the measurement items used to examine consumers’ understanding of green marketing particularly its objective and concepts, and tools. Self-constructed survey questionnaire was distributed to consumers, and analysed using a descriptive statistical and factor analysis. As expected, results indicated that consumers’ understanding about protecting the environment is not driven by green marketing objective and concept, but rather from daily interactions with their family members and within the society they are in. American Scientific Publishers 2018-05-01 Article PeerReviewed application/pdf en http://irep.iium.edu.my/70443/2/70443_Measuring%20Consumers%27%20Understanding%20of%20Green_WOS.pdf application/pdf en http://irep.iium.edu.my/70443/13/70443_Measuring%20Consumers%27%20Understanding%20of%20Green.pdf Rosli, Norhizan and Abdullah, Kalthom and Haque, A. K. M. Ahasanul (2018) Measuring consumers' understanding of green marketing objective and concept in relation to environmental protection. Advanced Science Letters, 24 (5). pp. 3310-3316. ISSN 1936-6612 E-ISSN 1936-7317 https://www.ingentaconnect.com/contentone/asp/asl/2018/00000024/00000005/art00065 10.1166/asl.2018.11364
repository_type	Digital Repository
institution_category	Local University
institution	International Islamic University Malaysia
building	IIUM Repository
collection	Online Access
language	English English
topic	HB Economic Theory HF5410 Marketing. Distribution of products
spellingShingle	HB Economic Theory HF5410 Marketing. Distribution of products Rosli, Norhizan Abdullah, Kalthom Haque, A. K. M. Ahasanul Measuring consumers' understanding of green marketing objective and concept in relation to environmental protection
description	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 some may gain their knowledge academically, others may acquire it through daily interactions with family members, friends, colleagues, business associations, or through the mass or social media. It is believed that the meaning and purpose of green marketing did not reach the general public, questioning the capability of green marketing in becoming a key factor in encouraging consumers to protect the environment. The lack of understanding the objective and concept of green marketing among consumers clearly reflect the unfavourable behaviour and support towards environmental protection. Due to this limitation, the intent of this study is to investigate the level of consumers’ understanding of green marketing objective and concepts through green marketing tools, as well as identify the common medium that contribute to their understanding. This study is also conducted to confirm the measurement items used to examine consumers’ understanding of green marketing particularly its objective and concepts, and tools. Self-constructed survey questionnaire was distributed to consumers, and analysed using a descriptive statistical and factor analysis. As expected, results indicated that consumers’ understanding about protecting the environment is not driven by green marketing objective and concept, but rather from daily interactions with their family members and within the society they are in.
format	Article
author	Rosli, Norhizan Abdullah, Kalthom Haque, A. K. M. Ahasanul
author_facet	Rosli, Norhizan Abdullah, Kalthom Haque, A. K. M. Ahasanul
author_sort	Rosli, Norhizan
title	Measuring consumers' understanding of green marketing objective and concept in relation to environmental protection
title_short	Measuring consumers' understanding of green marketing objective and concept in relation to environmental protection
title_full	Measuring consumers' understanding of green marketing objective and concept in relation to environmental protection
title_fullStr	Measuring consumers' understanding of green marketing objective and concept in relation to environmental protection
title_full_unstemmed	Measuring consumers' understanding of green marketing objective and concept in relation to environmental protection
title_sort	measuring consumers' understanding of green marketing objective and concept in relation to environmental protection
publisher	American Scientific Publishers
publishDate	2018
url	http://irep.iium.edu.my/70443/ http://irep.iium.edu.my/70443/ http://irep.iium.edu.my/70443/ 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
first_indexed	2023-09-18T21:40:00Z
last_indexed	2023-09-18T21:40:00Z
_version_	1777413076650295296

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

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