The effects of green product positioning and green marketing strategies towards customers purchase intention in Malaysia
The main purpose of this study is to investigate the effectiveness of product positioning (functional attributes and emotional benefits) and how it is reflected to the customer's purchase intention. The study is to examine the green marketing strategies and the effects of these variables (belie...
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| Main Author: | |
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| Format: | UMK Etheses |
| Published: |
2013
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| Online Access: | http://discol.umk.edu.my/id/eprint/10342/ |
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| Institution: | Universiti Malaysia Kelantan |