To read this content please select one of the options below:

Fostering Sustainable Urban Farming in Malaysia: The Green Agenda of Urban Hijau*

Cordelia Mason (Universiti Kuala Lumpur, Malaysia)
Wan Mohd Hilmi Wan Ahmad (Universiti Kuala Lumpur, Malaysia)

Sustainability and Social Marketing Issues in Asia

ISBN: 978-1-80071-846-3, eISBN: 978-1-80071-845-6

Publication date: 26 January 2023


This is a case study about the green agenda of Urban Hijau, a social enterprise which promotes urban farming as a way to a foster sustainability. It narrates how it started and progressed through the introduction of various sustainable farming systems. The landscape of farming with its opportunities and challenges such as embracing permaculture as a farming philosophy, and food security are presented. The case ends with questions which Urban Hijau has to address in order to sustain its social enterprise. Can a small urban farm contribute significantly to the food industry? If so, how? Is Urban Hijau on the right track?




The authors would like to thank the management of Urban Hijau for their providing useful and insightful information for writing this case. This study was supported by Universiti Kuala Lumpur Short Term Research Grant (STRG) No. 19043 entitled “A Comparative Study of Green Practices Among TVET Institutions.”


Mason, C. and Ahmad, W.M.H.W. (2023), "Fostering Sustainable Urban Farming in Malaysia: The Green Agenda of Urban Hijau*", Quoquab, F. and Mohammad, J. (Ed.) Sustainability and Social Marketing Issues in Asia, Emerald Publishing Limited, Leeds, pp. 39-56.



Emerald Publishing Limited

Copyright © 2023 Emerald Publishing Limited