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Enhancing business performance is the most desired goal among businesses. Currently, corporate businesses are moving towards enviropreneurial marketing (EM) strategy to gain competitive advantage by introducing green products to the consumer market. However, this strategy is not well exposed among SME entrepreneurs in Malaysia. Considering this, the purpose of this paper is to provide new theoretical viewpoint on marketing in regard to business and environmental sustainability, particularly fordoi:10.6007/ijarbss/v9-i9/6300 fatcat:fmqzfigbzjgwtath6glvpidvyy