Green marketing mix strategy using modified measurement scales – a performance on Gen Y green purchasing decision in Malaysia
Global goals for sustainable development is shaping the future on purchase behaviour through its trends in sustainable production and consumption. Green marketing mix strategies are seen to put an end to the conventional marketing strategies and is a path breaker that affects the value proposition t...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
2020
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| Institution: | Universiti Tenaga Nasional |
| Language: | English |