Investigation of green marketing tools' effect on consumers' purchase behavior
Abstract
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 population. Factor analysis, Cronbach alpha and multiple regression were used to identify factors impact on Penang consumers actual purchase behavior.
Findings
The result revealed that customer's trust in eco‐label and eco‐brand and their perception of eco‐brand show positive and significant impact on their actual purchase behavior.
Practical implications
The paper provides practical information for green marketers and producers of green products in Malaysia.
Originality/value
This paper offer helpful guideline for government to formulate the green policies such as providing promotional incentives to green products manufacturers and encouraging public to buy products with eco‐label.
Keywords
Citation
Rahbar, E. and Abdul Wahid, N. (2011), "Investigation of green marketing tools' effect on consumers' purchase behavior", Business Strategy Series, Vol. 12 No. 2, pp. 73-83. https://doi.org/10.1108/17515631111114877
Publisher
:Emerald Group Publishing Limited
Copyright © 2011, Emerald Group Publishing Limited