The Triple Bottom Line (TBL) studies towards Sustainability Marketing

DOI

10.2991/ebic-17.2018.47How to use a DOI?

Keywords

environment; social and economy and sustainability marketing

Abstract

The research was conducted to investigate the implementation of marketing sustainability among customer. Sustainability is a collective term for everything to do with responsibility for the world in which we live. The study focusing on the relationship between three elements of Triple Bottom Line (TBL) namely; environment, social and economy towards the sustainability marketing. A total of 306 respondents were among customers at Terengganu Equestrian Resort (TER). Data collected were analyzed by using Descriptive Statistic (Frequency) and Inferential Statistic (Correlation) in statistical package for social science (SPSS) version 20 was used to test the result. Among three independent variables, only two are proved to have significant relationship towards sustainability marketing with strong or very strong coefficient correlation statically significant at 0.000. By using multiple regression analysis, economy dimension was the most influential factor towards sustainability marketing.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Zalinawati Abdullah
AU  - Ahmad Ismail Mohd Anuar
AU  - Wan Maziah Wan Ab Razak
AU  - Nurul Aini Aziz
AU  - Haslenna Hamdan
PY  - 2018/01
DA  - 2018/01
TI  - The Triple Bottom Line (TBL) studies towards Sustainability Marketing
BT  - Proceedings of the 1st Economics and Business International Conference 2017 (EBIC 2017)
PB  - Atlantis Press
SP  - 300
EP  - 306
SN  - 2352-5428
UR  - https://doi.org/10.2991/ebic-17.2018.47
DO  - 10.2991/ebic-17.2018.47
ID  - Abdullah2018/01
ER  -