Green marketing and its effect on consumers’ purchase behaviour: an empirical analysis / Norsiah Ahmad ... [et al.]

Ahmad, Norsiah and Ghazali, Norfazlina and Abdullah, Mohamad Fariz and Nordin, Raslan and Mohd Nasir, Intan Najihah and Mohd Farid, Nur Amira (2020) Green marketing and its effect on consumers’ purchase behaviour: an empirical analysis / Norsiah Ahmad ... [et al.]. Journal of International Business, Economics and Entrepreneurship (JIBE), 5 (2). pp. 46-55. ISSN 2550-1429

Official URL: https://jibe.uitm.edu.my

Abstract

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.

Metadata

Item Type: Article
Creators:
Creators
Email / ID Num.
Ahmad, Norsiah
a_norsiah@uitm.edu.my
Ghazali, Norfazlina
UNSPECIFIED
Abdullah, Mohamad Fariz
UNSPECIFIED
Nordin, Raslan
UNSPECIFIED
Mohd Nasir, Intan Najihah
UNSPECIFIED
Mohd Farid, Nur Amira
UNSPECIFIED
Subjects: H Social Sciences > HF Commerce > Marketing > Environmental aspects. Green marketing
H Social Sciences > HF Commerce > Marketing > Market segmentation. Target marketing
H Social Sciences > HF Commerce > Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling
H Social Sciences > HF Commerce > Purchasing. Selling. Sales personnel. Sales executives
Divisions: Universiti Teknologi MARA, Selangor > Puncak Alam Campus > Faculty of Business and Management
Journal or Publication Title: Journal of International Business, Economics and Entrepreneurship (JIBE)
UiTM Journal Collections: UiTM Journal > Journal of International Business, Economics and Entrepreneurship (JIBE)
ISSN: 2550-1429
Volume: 5
Number: 2
Page Range: pp. 46-55
Keywords: Green Marketing, Environment, Eco-brand
Date: December 2020
URI: https://ir.uitm.edu.my/id/eprint/40694
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