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UUM ONLINE: The 2024 Professorial Lecture Series 4 entitled, "Green Marketing Revolution: Unveiling the Power of Sustainable Business," delivered by Prof. Ts. Dr Norazah Mohd Suki, took place at the School of International Studies (SoIS) Auditorium.

In today’s corporate landscape, green marketing practices and sustainable production and consumption practices have become crucial. They not only help maintain a delicate ecosystem balance but also promote the environmental resilience of company operations. These practices are changing the way businesses think about their commitment to sustainability.

Green marketing plays a significant role in supporting the Sustainable Development Goals (SDGs), including Climate Action (Goal 13), Responsible Consumption and Production (Goal 12), and Life on Land (Goal 15).

Established in July 2000, the United Nations Global Compact is an initiative that encourages companies to voluntarily adopt sustainable and socially responsible policies.

By signing the Global Compact, companies pledge to uphold ten principles that cover human rights, labour, the environment, and anti-corruption.

According to Prof. Ts. Dr Norazah Mohd Suki, companies that implement sustainable practices and successfully promote their green initiatives have the potential to attract environmentally conscious customers who are willing to pay a higher price for greener options.

Furthermore, Prof. Ts. Dr Norazah Mohd Suki highlighted the benefits of green marketing, which encourages companies to adopt sustainable practices that can lead to cost savings and better efficiency, as well as build a positive brand image and improve their reputation.

Companies often choose to label their sustainable products with well-known certifications and labels such as Energy Star, USDA Organic, or the Forest Stewardship Council. These labels provide consumers with instant credibility and reassurance.

This certification serves as a clear indicator of the product’s sustainability and helps consumers make informed decisions.

Prof. Ts. Dr Norazah emphasises the importance of a company's commitment to providing transparent product information regarding sustainability. This includes details about the materials used, manufacturing processes, and supply chain practices. To ensure easy access for interested consumers, the company utilises QR codes and dedicated web pages.

She elaborated on the green marketing revolution by emphasising the power of sustainable businesses. She supported her assertions with research findings from refutable sources, namely Scopus and the Web of Science, drawing on her extensive 24 years of career experience.

Her research results were also highlighted through policy citations on the Sage PolicyPfofile, which tracks her policy research results. In addition to being listed in the World's Top 2% Scientists by Stanford University, USA, since 2019 until today in the Career-long World's Top 2% Scientists.

Her academic research has made a significant contribution to the body of knowledge, resulting in numerous scholarly papers (over 300) published in top-level academic journals, book chapters, books, and conference proceedings.