Towards developing a framework of enviropreneurial marketing strategy for SMEs in Malaysia

Abstract

Enhancing business performance is the most desired goal among businesses. Currently, corporate businesses are moving towards enviropreneurial marketing (EM) strategy to gain competitive advantage by introducing green products to the consumer market. However, this strategy is not well exposed among SME entrepreneurs in Malaysia. Considering this, the purpose of this paper is to provide new theoretical viewpoint on marketing in regard to business and environmental sustainability, particularly for dealing with the environmental issues from the perspective of SME entrepreneurs in Malaysia. Four marketing strategies (product, price, promotion and place) have been conceptualized in EM strategy to achieve superior SMEs’ performance. A conceptual framework is developed and justified in order to make a novel contribution to marketing theory and practice. Directions for future research conclude the discussion.