عنوان انگلیسی مقاله:

The Awareness And Implementation of Green Concepts In Marketing Mix: A Case of Malaysia

ترجمه عنوان مقاله:  آگاهی و اجرای مفاهیم سبز در آمیخته بازاریابی: مطالعه موردی مالزی

رشته: مدیریت بازاریابی

سال انتشار: 2016

تعداد صفحات مقاله انگلیسی: 6 صفحه

منبع: الزویر و ساینس دایرکت

نوع فایل: pdf

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چکیده مقاله

Abstract The Awareness And Implementation of Green Concepts In Marketing Mix

The concept of green marketing has become the buzzword in the last decade as a result of dramatic increase in environmental consciousness worldwide. Consumers are increasingly realizing the importance of protecting the environment through product choice while companies are increasingly considering the impact of their activities to the environment. This study will looked at the level of awareness on green product concepts among marketing managers and whether there is a connection between their awareness with convictions in their day to day operations.

A survey on personal care products manufacturers in peninsular Malaysia was carried out to fulfill the objectives of this study. The main finding was there is significant relationship between manager’s awareness on green concepts and the practice of green programs or activities at a company. The study also found correlation between manager’s awareness and the implementation of green concepts in company’s marketing mix. In response to the overall findings of the study, several recommendations were made.

Keywords: green marketing, marketing mix, ecological product

مقدمه انگلیسی مقاله

Introduction The Awareness And Implementation of Green Concepts In Marketing Mix

Over the past few years, the environment has become a persistent public issue (Baumann & Rex, 2006) with some calling the 1990s as the “Earth decade”, or “the decade of the environment” (Bradley, 2007). Some environmental problems has been link to human consumption, and this has brought the environmental awareness in many parts of this world has increased and this has been further translated into their attitude towards purchasing green products.

Many of these consumers not only give pressures on the firms but they also have taken personal steps to reduce their personal impact on the environment via activities such as recycling and reusing their household items (Prakash, 2002). Consumers are demanding green options and are willing to pay a premium price (Charter & Polonsky, 1999).

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