Author(s): Nagwan AlQershi, Gamal Abdualmajed Ali, Hussein Abu Al-Rejal, Ebrahim Farhan Busenan, Abobakr Ahmed
The worldwide threat from successive industrial revolutions and the consequent pollution is being countered by a new type of marketing to help protect the environment, green marketing. This study investigates the impact of the dimensions of green marketing (green image, green satisfaction, green loyalty and green trust) on the sustainability of large manufacturing firms in Malaysia. A questionnaire was distributed to a sample of CEOs of these firms, with data collected from 183 companies. Results indicate that only three dimensions of green the marketing have a significant effect on the sustainability of large manufacturing firms. These findings offer insights for the CEOs, researchers and policymakers into the effects of green marketing. Organizations should direct their activities and marketing strategies towards one goal, which is to serve and preserve the environment, rather than concentrating exclusively on profit.