An Exploratory Study of Green Marketing in Panasonic (M) Sdn. Bhd.

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AN EXPLORATORY STUDY OF GREEN MARKETING IN PANASONIC (M) SDN. BHD.

AN EXPLORATORY STUDY OF GREEN MARKETING IN PANASONIC (M) SDN. BHD.

THESIS SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF MASTER IN BUSINESS ADMINISTRATION

CERTIFICATE OF APPROVAL

It is hereby declare that this honours thesis written by

________________________
(supervisor name here)
Supervisor

DECLARATION

I/We hereby declare that this thesis is my/our own work and effort and that it has not been submitted anywhere for any award. Where other sources of information have been used, they have been acknowledged.

ACKNOWLEDGEMENTS

First and foremost, we would like express my sincerest gratitude to our supervisor, ……………………………………….for his advice, support, encouragement as well as his willingness to share knowledge and expertise throughout our thesis.

We gratefully acknowledge the especially the Faculty of [ ]for giving us the opportunity, guidelines, resources and support.

Finally, to our parents and friends, I would like to express our heartiest thanks to all of you for continuously giving us support throughout our study years.

ABSTRACT

The local academic scene is still lagging behind in term of size of the corpus of works on green marketing especially those that dealt with conceptualization of green marketing. Generalization is not practical in this regards as academic literature on the issue tend to agree that a one-size-fits-all strategy that can be transplanted from one firm to another does not exist. As such in an attempt to find out how green marketing being carried out in a Malaysian manufacturing firm, this exploratory research was done by the researchers and it is hoped that the hypotheses formulated in this study can be tested by further research.

TABLE OF CONTENTS

PAGE TITLEii

CERTIFICATE OF APPROVALiii

DECLARATIONiv

ACKNOWLEDGEMENTSv

ABSTRACTvi

TABLE OF CONTENTvii

LIST OF TABLESviii

LIST OF DIAGRAMSix

CHAPTER 1: INTRODUCTION

1.1 Introduction2

1.2 Research Questions3

1.3 Objectives of the Research4

1.4 Study Purpose5

1.5 Hypotheses 5

1.6 Study Limitation5

1.6 Study Importance6

CHAPTER 2: LITERATURE REVIEW

2.1 Introduction8

2.2 Theoretical Framework8

2.3 Empirical Framework11

2.4 Local Academic Literature on Green Marketing12

2.5 Shifting Perspective and Emerging Trend13

2.6 Conceptual Framework (Operationalization of Theory)14

2.7 Synthesis and Conclusion18

CHAPTER 3: RESEARCH DESIGN AND METHODOLOGY

3.1 Introduction20

3.2 Research Design20

3.3 Methodology21

3.4 Data Collection Method21

CHAPTER 4 : STUDY FINDINGS AND DISCUSSION

4.1 Introduction25

3.2 Findings and Discussion25

CHAPTER 5: CONCLUSION

5.1 Conclusion 31

REFERENCES34

LIST OF TABLES



LIST OF FIGURES

Figure 1 : Theoretical Framework of Green Marketing Intervention Strategy 9Adapted from Kinoti, 2011) Figure 2 : Conceptual Framework of Panasonic Green Marketing...
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