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p-Index From 2021 - 2026
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All Journal Asia Pacific Journal of Management and Education
Manan, Nur Aisyah Binti
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Education Languange, Linguistic, Communication & Media Other

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Sustainability Marketing and Consumer Perception: A Case Study on Uniqlo Malaysia’s Green Transformation Tunde, Odebunmi Abayomi; Saxena, Shweta; Mohd Azhar, Nur Aleeya Binti; Amaludin, Nur Aishah; Manan, Nur Aisyah Binti; Binti Mohd Jefri, Nur Alia Asrina; Chaudhary, Aarti; Kee, Daisy Mui Hung
Asia Pacific Journal of Management and Education (APJME) Vol 9, No 1 (2026): March 2026
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/apjme.v9i1.4496

Abstract

This study examines the influence of sustainability marketing on consumer perception across Asia, focusing on UNIQLO Malaysia’s green transformation as a case study. The research aims to explore how Malaysian consumers respond to sustainable business practices such as ethical sourcing, recycling, and eco-friendly product design. This quantitative research uses an online survey distributed via Google Forms targeting    consumers from Malaysia who are familiar with the UNIQLO brand. A non-probability sampling method, specifically  the convenience sampling technique, will be applied to gather responses from 152 UNIQLO customers (N = 152) based on their  availability and willingness to participate. The collected data will be analyzed using descriptive statistics and regression analysis in SPSS  to determine the relationship between sustainability marketing and consumer attitudes, trust, and loyalty. The findings are expected to show the sustainable marketing strategies positively influence consumerperceptionandstrengthen brandimageintheretailindustry.The study           concludes that integrating sustainablepracticesintomarketing strategies enhance brand image, strengthencustomerrelationships,and promote environmental responsibility.
Co-Authors Amaludin, Nur Aishah Binti Mohd Jefri, Nur Alia Asrina Chaudhary, Aarti Kee, Daisy Mui Hung Mohd Azhar, Nur Aleeya Binti Saxena, Shweta Tunde, Odebunmi Abayomi