Revisiting influence of marketing effectiveness and environmental awareness on buying behaviour of green product: a SEM approach

• Main Authors: Uthamaputhran, Logeswari, Ahmad, Fais, Jaganathan, Mathivannan, HoeChee Hee, Chee Hee
• Format: Article
• Language: English
• Published: 2016
• Subjects: H Social Sciences (General); HF Commerce
• Online Access: http://repo.uum.edu.my/22906/1/Paper-2-Done-.pdf; http://repo.uum.edu.my/22906/; http://www.gbse.com.my
• Institution: Universiti Utara Malaysia

Environmental sustainability become a prominent and unending issue in the third world economic countries such as Malaysia. Although, “green” and “go green” concepts were emphasized by academicians and practitioners to explain the need to save the earth but environmental consciousness is remain at...