Contribution of Green Marketing to Brand Loyalty

Green marketing has been around for more than 3 decades. It has bloomed in the 1980s, fell in the 1990s and then resuscitated in the 2000s. Many organizations had since integrated green marketing into their businesses. Many researchers had been performed to relate green marketing with revenue. Ho...

Full description

Saved in:
Bibliographic Details
Main Author: Kuek, Way Teng
Format: Thesis
Language:English
Published: 2013
Subjects:
Online Access:http://eprints.intimal.edu.my/658/1/MBA%20-%2070.pdf
http://eprints.intimal.edu.my/658/
Tags: Add Tag
No Tags, Be the first to tag this record!
Institution: INTI International University
Language: English
id my-inti-eprints.658
record_format eprints
spelling my-inti-eprints.6582017-01-17T01:45:15Z http://eprints.intimal.edu.my/658/ Contribution of Green Marketing to Brand Loyalty Kuek, Way Teng HD28 Management. Industrial Management Green marketing has been around for more than 3 decades. It has bloomed in the 1980s, fell in the 1990s and then resuscitated in the 2000s. Many organizations had since integrated green marketing into their businesses. Many researchers had been performed to relate green marketing with revenue. However, there are not many references on the contribution of green marketing’s dimensions such as green design, green logistic, green pricing, green targeting and green positioning to brand loyalty. This research aimed to explore the relationship between dimensions of green marketing with brand loyalty. Hypotheses and online questionnaires were form and constructed based on literature review. Online survey form were then developed and distributed through online media. The collected responses were then analyzed using SmartPLS to examine and validate the hypotheses constructed. The analysis showed that green marketing dimensions of green pricing, green targeting and green positioning had no significant relationship to brand loyalty. Green marketing dimensions of green design and green logistic showed significant relationship to brand loyalty with green logistic being the most significant. Consumers were also shown to be prone to repeat their purchases just based on the product design while product logistics ensured consumers to stay with the product for a longer period. 2013 Thesis NonPeerReviewed text en http://eprints.intimal.edu.my/658/1/MBA%20-%2070.pdf Kuek, Way Teng (2013) Contribution of Green Marketing to Brand Loyalty. Masters thesis, INTI International University.
institution INTI International University
building INTI Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider INTI International University
content_source INTI Institutional Repository
url_provider http://eprints.intimal.edu.my
language English
topic HD28 Management. Industrial Management
spellingShingle HD28 Management. Industrial Management
Kuek, Way Teng
Contribution of Green Marketing to Brand Loyalty
description Green marketing has been around for more than 3 decades. It has bloomed in the 1980s, fell in the 1990s and then resuscitated in the 2000s. Many organizations had since integrated green marketing into their businesses. Many researchers had been performed to relate green marketing with revenue. However, there are not many references on the contribution of green marketing’s dimensions such as green design, green logistic, green pricing, green targeting and green positioning to brand loyalty. This research aimed to explore the relationship between dimensions of green marketing with brand loyalty. Hypotheses and online questionnaires were form and constructed based on literature review. Online survey form were then developed and distributed through online media. The collected responses were then analyzed using SmartPLS to examine and validate the hypotheses constructed. The analysis showed that green marketing dimensions of green pricing, green targeting and green positioning had no significant relationship to brand loyalty. Green marketing dimensions of green design and green logistic showed significant relationship to brand loyalty with green logistic being the most significant. Consumers were also shown to be prone to repeat their purchases just based on the product design while product logistics ensured consumers to stay with the product for a longer period.
format Thesis
author Kuek, Way Teng
author_facet Kuek, Way Teng
author_sort Kuek, Way Teng
title Contribution of Green Marketing to Brand Loyalty
title_short Contribution of Green Marketing to Brand Loyalty
title_full Contribution of Green Marketing to Brand Loyalty
title_fullStr Contribution of Green Marketing to Brand Loyalty
title_full_unstemmed Contribution of Green Marketing to Brand Loyalty
title_sort contribution of green marketing to brand loyalty
publishDate 2013
url http://eprints.intimal.edu.my/658/1/MBA%20-%2070.pdf
http://eprints.intimal.edu.my/658/
_version_ 1644541267315523584