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The substance of qualitative research is reality reconstruction, which is reconstructing the reality of the subjects regarding their social world. The researcher is, in fact, making claims on behalf of the subjects. As such, reflexivity is important in qualitative research. The core concern in...
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Purpose – The purpose of this research is to determine the effect of green marketing tools on consumer's actual purchase behavior in case of Penang (Malaysia). Design/methodology/approach – A survey was carried out on 250 Chinese, Malay, Indian and other races that represent the Penang...
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