Open AccessGreen Marketing and its Effect on Consumers’ Purchase Behaviour: An Empirical Analysis
Author(s) -
Naveed Ahmad,
Norfazlina Ghazali,
Mohd Firdaus Abdullah,
Raslan Nordin,
Intan Najihah Mohd Nasir,
Nur Amira Mohd Farid
Publication year - 2020
Publication title -
journal of international business, economics and entrepreneurship
Language(s) - English
Resource type - Journals
ISSN - 2550-1429
DOI - 10.24191/jibe.v5i2.14235
Subject(s) - marketing , purchasing , business , profitability index , affect (linguistics) , usable , green marketing , advertising , psychology , computer science , communication , finance , world wide web
Over the years, environmental concerns have been extensively discussed. Natural resources are increasingly being diminished for the unscrupulous benefits of business profitability, resulting in an inherent need for alternative solutions. Following this, an application of green marketing concept could be warranted in pursuit of an augmented awareness on environmental conservations. This study aims to investigate the extent to which green marketing tools, namely, eco-brand, eco-labelling, ecopackaging and environmental advertisement affect consumers’ purchase behaviour towards greenrelated products or services. Using a non-probability sampling technique, a total of 300 survey questionnaires were distributed to targeted respondents. However, only 189 feedbacks were usable for further statistical analyses. Regression result revealed that only eco-packaging and environmental advertisement had significant effects on consumer purchasing behaviour. Eco brand and eco labelling proved otherwise. Several managerial implications are further discussed.