Citation

Ayeyi, Kolawole Isaac (2026) Investigating the Role of Green Marketing Practices in Enhancing Social Wellbeing of Consumers in Kuala Lumpur, Malaysia. In: Intelligent Governance in the Big Data Era. Springer Nature Link, pp. 143-152. ISBN 978-3-032-14697-7, 978-3-032-14698-4

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Abstract

The aim of the study is to investigate the impact of green marketing practices on the social well-being of customers. To meet the aim of the study, this research focused on investigating the impact of several green marketing activities, which include producing sustainable products, responsible waste disposal, adoption of electronic marketing, and eco-friendly energy practices. To meet the research objectives, the study adopts a mixed-methods research approach that takes into consideration the quantitative and qualitative research approaches. The methods are adopted based on the need for in-depth information and data for improved research outcomes and high-level generalization of research outcomes. To collect the needed data, the study adopted a convenience sampling technique and a purposive sampling technique. The study will adopt the use of multiple regression analysis and thematic analysis to analyze the data, which will be collected through research interviews/surveys. Consumers will be selected randomly based on the consumers that are readily available. For the research interview, 20 top-level managers and business executives will be interviewed based on the role of green marketing practices in boosting customer social wellbeing. In conclusion, the result of the study will be crucial in assessing the need for more green marketing activities and sustainability in general. The study will also assess customer behaviors and their disposition towards green marketing.

Item Type:	Book Section
Uncontrolled Keywords:	Green marketing
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Divisions:	Faculty of Management (FOM)
Depositing User:	Ms Suzilawati Abu Samah
Date Deposited:	08 Jun 2026 00:39
Last Modified:	08 Jun 2026 07:49
URII:	http://shdl.mmu.edu.my/id/eprint/16091

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