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

IF 0.5 Q4 ENGINEERING, ENVIRONMENTAL

International Journal of Environmental Technology and Management Pub Date : 2019-01-01 DOI:10.1504/ijetm.2019.10026655

Vathana Bathmanathan, J. Rajadurai

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引用次数: 6

Abstract

Industrial 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.

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工业革命4.0时代通过绿色促销和绿色企业形象重新定义价值主张:对马来西亚Y世代绿色消费者的研究

由于数字化的颠覆，工业革命4.0正在塑造未来的购买行为。数字化颠覆终结了传统的商业结构。本研究旨在分析马来西亚绿色推广(GP)与Y世代绿色购买决策(GPD)之间的关系。此外，还将绿色企业形象作为变量引入到GP和GPD之间的中介关系中，并探讨Y一代消费者对绿色宣传和绿色企业形象的看法，从而引入新的战略。采用了定性方法，对焦点小组进行访谈以完善问卷。其次，运用结构方程模型对访谈数据进行分析，确定绿色促销和绿色企业形象对Y世代购买行为的影响。这项研究的结果将有助于制造商修改他们的促销策略，并协助政策制定者使第11马来西亚计划与工业革命4.0目标保持一致。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Environmental Technology and Management ENGINEERING, ENVIRONMENTAL-

CiteScore

1.00

自引率

0.00%

发文量

期刊介绍： IJETM is a refereed and authoritative source of information in the field of environmental technology and management. Together with its sister publications IJEP and IJGEnvI, it provides a comprehensive coverage of environmental issues. It deals with the shorter-term, covering both engineering/technical and management solutions.