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The beauty of "Green Branding": Way to the future


Kim, Vincent Wee Eng (2013) The beauty of "Green Branding": Way to the future. In: 1st International Conference on Innovation and Sustainability (ICOIS 2013), 3-4 April 2013, Sunway Resort Hotel & Spa Kuala Lumpur, Malaysia. (Unpublished)

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Abstract

This paper aims to explore how green branding towards beauty products can influence brand effect from the perspective Malaysian customers. The paper also aims to examine the components impact of green brand awareness, brand image, brand credibility, brand community and brand engagement and their positive relationship between them. The object of this research study was environmentally friendly beauty products available in Malaysia.The study is quantitative and qualitative in nature, using 30 respondents in the focus group and 200 respondents in the questionnaire.This research also employed an empirical study by use of the questionnaire survey method.The questionnaires were distributed to consumers who had the experience of purchasing environmentally friendly products. The results of the study demonstrate how green brand awareness, brand image, brand credibility, brand community and brand engagement positively related to branding of a business entity for beauty related product.Therefore, investing on resources to increase green brand awareness, brand image, brand credibility, brand community and brand engagement are helpful to enhance companies. While the results are clear and have strong salience towards environmental beauty products industry in Malaysia, applications of the findings beyond Malaysia should take into account other factors such as the nature of industry, the perception, behavior and demographics of these customers.The study provides a set of findings relating to green branding initiatives that could be readily incorporated into a business corporation plan.The study will be significant towards managers, researchers, and governments agencies, and provide useful contribution to relevant studies and future researches as reference.

Item Type: Conference or Workshop Item (Paper)
Additional Information: Organizer: School of Government, UUM College of Law, Government and International Studies, Universiti Utara Malaysia; Partners with: Sunway University & HUSO
Subjects: G Geography. Anthropology. Recreation > GE Environmental Sciences
Divisions: College of Law, Government and International Studies
Depositing User: Mrs. Norazmilah Yaakub
Date Deposited: 27 Aug 2013 08:36
Last Modified: 27 Aug 2013 08:36
URI: http://repo.uum.edu.my/id/eprint/8765

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