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Redefining the value proposition through green promotions and green corporate image in the era of Industrial Revolution 4.0: A study of Gen Y green consumers in Malaysia

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dc.citedby4
dc.contributor.authorBathmanathan V.en_US
dc.contributor.authorRajadurai J.en_US
dc.contributor.authorid57189247534en_US
dc.contributor.authorid13907110500en_US
dc.date.accessioned2023-05-29T07:27:54Z
dc.date.available2023-05-29T07:27:54Z
dc.date.issued2019
dc.descriptionSales; Surveys; Corporate images; Digital disruption; Green marketing; Green purchasing; Industrial revolutions; Green manufacturing; business development; consumption behavior; corporate strategy; decision analysis; digital mapping; industrial regulation; marketing; policy making; Malaysiaen_US
dc.description.abstractIndustrial Revolution 4.0 is shaping the future of purchasing behaviour due to digital disruption. Digital disruption ends conventional business structures. This study aimed to analyse the relationship between green promotion (GP) and Gen Y green purchasing decisions (GPD) in Malaysia. It also aimed to incorporate a new strategy by introducing green corporate image as a variable to identify if it mediates the relationship between GP and GPD and explore green promotion and green corporate image as perceived by Gen Y consumers. A qualitative approach was used in which focus groups were interviewed to refine the questionnaire. Secondly, interviewing data was analysed by using structural equation modelling to determine the significance of green promotions and green corporate image on Gen Y purchasing behaviour. The findings of this study will help manufacturers to modify their promotional strategies and assist policymakers to align the 11th Malaysia Plan with Industrial Revolution 4.0 goals. Copyright � 2019 Inderscience Enterprises Ltd.en_US
dc.description.natureFinalen_US
dc.identifier.doi10.1504/IJETM.2019.104920
dc.identifier.epage477
dc.identifier.issue6
dc.identifier.scopus2-s2.0-85079740843
dc.identifier.spage456
dc.identifier.urihttps://www.scopus.com/inward/record.uri?eid=2-s2.0-85079740843&doi=10.1504%2fIJETM.2019.104920&partnerID=40&md5=d0b171f7fb921b259666c09ff9e0d7a9
dc.identifier.urihttps://irepository.uniten.edu.my/handle/123456789/24852
dc.identifier.volume22
dc.publisherInderscience Publishersen_US
dc.sourceScopus
dc.sourcetitleInternational Journal of Environmental Technology and Management
dc.titleRedefining the value proposition through green promotions and green corporate image in the era of Industrial Revolution 4.0: A study of Gen Y green consumers in Malaysiaen_US
dc.typeArticleen_US
dspace.entity.typePublication
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