PRIOR RESEARCH ON GREEN MARKETING AND GREEN MARKETING STRATEGY: CRITICAL ANALYSIS

Authors

  • Dr. Bilal Mohammad Eneizan Faculty of Economics and Muamalat, Islamic Science University of Malaysia, Bandar BaruNilai, Negeri Sembilan, Malaysia
  • Assoc. Prof. Dr. Kalsom Abd. Wahab Faculty of Economics and Muamalat, Islamic Science University of Malaysia, Bandar BaruNilai, Negeri Sembilan, Malaysia
  • Dr. Zainon M.S Faculty of Economics and Muamalat, Islamic Science University of Malaysia, Bandar BaruNilai, Negeri Sembilan, Malaysia
  • Dr. TareqFayeqObaid Faculty of Economics and Muamalat, Islamic Science University of Malaysia, Bandar BaruNilai, Negeri Sembilan, Malaysia

Abstract

The main objective of this study is to review the present green marketing and green marketing strategy applies particularly to the marketing. This study provides an idea to the researchers about the prior studies on green marketing and green marketing strategy. The critical analysis indicated that few studies on the green marketing strategy have been carried out in both developed and developing countries. In addition, few studies have been carried out on the relationship between green marketing strategy / strategies and firm performance (financial and non- financial performance). The future studies should be investigate the effect of green marketing strategy on firm performance in general and the effect of each strategy on firm performance.

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Published

2016-05-31

How to Cite

Dr. Bilal Mohammad Eneizan, Assoc. Prof. Dr. Kalsom Abd. Wahab, Dr. Zainon M.S, & Dr. TareqFayeqObaid. (2016). PRIOR RESEARCH ON GREEN MARKETING AND GREEN MARKETING STRATEGY: CRITICAL ANALYSIS. Singaporean Journal of Business Economics and Management, 5((5), 1–19. Retrieved from https://www.singaporeanjbem.com/index.php/SJBEM/article/view/332

Issue

Vol. 5 No. (5) (2016)

Section

Articles

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