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Entrepreneurial Values, Environmental Marketing and Customer Satisfaction: Conceptualization and Propositions

Entrepreneurial Values, Environmental Marketing and Customer Satisfaction: Conceptualization and Propositions
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Author(s): Sumesh R. Nair (Monash University Sunway Campus, Malaysia) and Nelson Oly Ndubisi (Griffith University, Australia)
Copyright: 2013
Pages: 13
Source title: Enterprise Development in SMEs and Entrepreneurial Firms: Dynamic Processes
Source Author(s)/Editor(s): Nelson Oly Ndubisi (Griffith University, Australia) and Sonny Nwankwo (University of East London, UK)
DOI: 10.4018/978-1-4666-2952-3.ch013

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Abstract

This chapter attempts to develop a framework of an environmental marketing system that is propositioned to lead to customer satisfaction. A comprehensive and intense environmental marketing system as proposed in the chapter is believed to be the core of a firm’s success. However, it is assumed that the success of an environmental marketing system would be impacted by some important factors like environmental education of customers and entrepreneurial traits such as eco-innovation, risk-taking, and perseverance. Therefore, propositions are developed in this chapter in order to demonstrate the relationship between an environmental marketing system and customer satisfaction and also the power of customer education and entrepreneurial traits in moderating the effective functioning of the system.

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