Green marketing: A Study of Consumers Buying Behavior in Relation to Green Products

Wong Fui Yeng; Rashad Yazdanifard

Authors

Wong Fui Yeng
Rashad Yazdanifard

Keywords:

marketing, green marketing, sustainability, green marketing benefits, green marketing tools, organization benefits, green consumer

Abstract

Environmental issue is a sizzling topic nowadays as almost every country's government and society has started to be more aware about these issues. This leads to a trend of green marketing used by the firm as one of the strategies in order to gain profit and protect the environment. This paper will be discussing the green marketing and its sustainability as well as the tools and marketing mix of green marketing. Other than that, the green consumer and branding will be discussed in further in this paper as this will attract more consumers. Lastly, firm will be benefited once green marketing strategy is applied.

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How to Cite

Green marketing: A Study of Consumers Buying Behavior in Relation to Green Products. (2015). Global Journal of Management and Business Research, 15(E5), 17-23. https://journalofbusiness.org/index.php/GJMBR/article/view/1702

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