Open Access Open Access  Restricted Access Subscription Access

4C's of Marketing and Going Green:Will it Work with Malaysian Consumers ?


Affiliations
1 College of Business, University Utara Malaysia, 06010 UUM Sintok, Kedah, Malaysia
2 HRM/OB and Strategic Management, Othman Yeop Abdullah Graduate School of Business (OYA-GSB), University Utara Malaysia, 06010 UUM Sintok, Kedah, Malaysia
3 Multimedia University (MMU), Cyberjaya 63000, Malaysia
 

Development of knowledge on consumer behavior needs an appropriate understanding of factors that can influence their purchases. This study investigates factors that can possibly influence sustainable food consumption among young and educated population in Malaysia with the objective to gain overall insight on attitudes toward consumption, forces influencing sustainable consumption and factors inhibiting environmental friendly green marketing. The study also analyzes how the marketing strategy of 4Cs (Consumer needs, Cost, Convenience and Communication) can be adopted to change consumer behavior and how this marketing strategy is likely to impact on sustainable consumption. The study is based on the theoretical concept of planned behavior model (Ajzen, 1988). A questionnaire method of survey was administered for a sample of 456 young educated adults from three universities of Malaysia. Results reveal that Consumers' needs, Cost, Convenience and Communication (4CS) influence people's concerns for sustainable food consumption which may not transform into actual purchases. Therefore, this research finds the need for adopting marketing strategies to orient young educated population towards sustainable food consumptions.

Keywords

Sustainable Consumption, Planed Behavior Model, Green Marketing.
User
Notifications
Font Size

Abstract Views: 297

PDF Views: 58




  • 4C's of Marketing and Going Green:Will it Work with Malaysian Consumers ?

Abstract Views: 297  |  PDF Views: 58

Authors

Saeed Behjati
College of Business, University Utara Malaysia, 06010 UUM Sintok, Kedah, Malaysia
M. Dileep Kumar
HRM/OB and Strategic Management, Othman Yeop Abdullah Graduate School of Business (OYA-GSB), University Utara Malaysia, 06010 UUM Sintok, Kedah, Malaysia
Saeedeh Fattahi
Multimedia University (MMU), Cyberjaya 63000, Malaysia

Abstract


Development of knowledge on consumer behavior needs an appropriate understanding of factors that can influence their purchases. This study investigates factors that can possibly influence sustainable food consumption among young and educated population in Malaysia with the objective to gain overall insight on attitudes toward consumption, forces influencing sustainable consumption and factors inhibiting environmental friendly green marketing. The study also analyzes how the marketing strategy of 4Cs (Consumer needs, Cost, Convenience and Communication) can be adopted to change consumer behavior and how this marketing strategy is likely to impact on sustainable consumption. The study is based on the theoretical concept of planned behavior model (Ajzen, 1988). A questionnaire method of survey was administered for a sample of 456 young educated adults from three universities of Malaysia. Results reveal that Consumers' needs, Cost, Convenience and Communication (4CS) influence people's concerns for sustainable food consumption which may not transform into actual purchases. Therefore, this research finds the need for adopting marketing strategies to orient young educated population towards sustainable food consumptions.

Keywords


Sustainable Consumption, Planed Behavior Model, Green Marketing.



DOI: https://doi.org/10.20968/rpm%2F2012%2Fv10%2Fi2%2F100301