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Redefining the value proposition through green promotions and green corporate image in the era of Industrial Revolution 4.0: a study of Gen Y green consumers in Malaysia

Industrial Revolution 4.0 is shaping the future of purchasing behaviour due to digital disruption. Digital disruption ends conventional business structures. This study aimed to analyse the relationship between green promotion (GP) and Gen Y green purchasing decisions (GPD) in Malaysia. It also aimed to incorporate a new strategy by introducing green corporate image as a variable to identify if it mediates the relationship between GP and GPD and explore green promotion and green corporate image as perceived by Gen Y consumers. A qualitative approach was used in which focus groups were interviewed to refine the questionnaire. Secondly, interviewing data was analysed by using structural equation modelling to determine the significance of green promotions and green corporate image on Gen Y purchasing behaviour. The findings of this study will help manufacturers to modify their promotional strategies and assist policymakers to align the 11th Malaysia Plan with Industrial Revolution 4.0 goals.