1、中文 6300 字， 3800 单词， 2.2 万英文字符 出处： Hasan Z, Ali N A. The Impact of Green Marketing Strategy on the Firms Performance in Malaysia J. Procedia - Social and Behavioral Sciences, 2015, 172:463-470. The impact of green marketing strategy on the firms performance in Malaysia Zuhairah Hasan, Noor Azman Ali
2、Abstract This is a conceptual paper to study the impacts of green marketing strategy on the Malaysian certified ISO 14001 Environmental Management System firms performance. The paper aims at presenting the reviews of the literature on the green marketing and analyses the two factors that will influe
3、nce the firms performance. Despite the rising trend of consumers that willing to spend for a green product and the potential of green product, previous literature revealed that green marketing has encountered some challenges. The conclusion that was drawn is that, green innovation and the green prom
4、otion have a positive effect on the firms performance. Keywords: green marketing; firms performance; sustainability; marketing strategy; Malaysia 1. Introduction This paper will begin by briefly reviewing on the sustainability literature, provides the overview of the global green industry, followed
5、by the current issues in the Malaysian green industrial context, including the prospects and challenges. This paper is conceptually focused and a review is conducted mainly concerning with green innovation and green promotion. 1.1. Purpose of Inquiry This conceptual paper is intended to investigate
6、the impacts of green marketing strategy on the firms performance through an analysis on the green innovation and green promotion. The answer of the inquiry question will be based on the literature analysis. Despite the potential and benefits of green product and green marketing, (Peattie and Crane 2005; Gordon, Carrigan, & Hastings 2011; Gleim, Smith, Andrews, & Cronin 2013) revealed that green marketing has encountered some challenges. Misleading advertisements, false promises, uncl
