Towards developing a framework of enviropreneurial marketing strategy: a conceptual paper

  • Authors

    • Azila Jaini
    • Farzana Quoquab
    • Nazimah Hussin
    https://doi.org/10.14419/ijet.v7i3.35.29295
  • Enviropreneurial Marketing, 4Ps, SMES’ Performance.

  • Abstract

    The purpose of this paper is to provide new theoretical viewpoint on marketing in regard to business and environmental sustainability, particularly for dealing with the environmental issues from the perspective of SME entrepreneurs in Malaysia. We conceptualise the term of enviropreneurial marketing strategy through the application of traditional 4Ps (product, price, promotion and place) to achieve superior SMEs’ performance. A conceptual framework is developed and justified in order to make a novel contribution to marketing theory and practice. Directions for future research conclude the discussion.

     

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  • How to Cite

    Jaini, A., Quoquab, F., & Hussin, N. (2018). Towards developing a framework of enviropreneurial marketing strategy: a conceptual paper. International Journal of Engineering & Technology, 7(3.35), 192-195. https://doi.org/10.14419/ijet.v7i3.35.29295

    Received date: 2019-05-16

    Accepted date: 2019-05-16