Investigation of green marketing tools' effect on consumers' purchase behavior
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 populatio...
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| Veröffentlicht in: | Business strategy series 2011, Vol.12 (2), p.73-83 |
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| container_title | Business strategy series |
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| creator | Rahbar, Elham Abdul Wahid, Nabsiah |
| description | 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. |
| doi_str_mv | 10.1108/17515631111114877 |
| format | Article |
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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.</description><identifier>ISSN: 1751-5637</identifier><identifier>EISSN: 1751-5645</identifier><identifier>DOI: 10.1108/17515631111114877</identifier><language>eng</language><publisher>Northampton: Emerald Group Publishing Limited</publisher><subject>Business ; Consumer behavior ; Consumers ; Environmental policy ; Ethical consumerism ; Governments ; Green marketing ; Green products ; Guidelines ; Indian ; Industrial research ; Investigations ; Labeling ; Marketing ; Perception ; Product choice ; Purchasing ; Regression ; Strategy ; Studies</subject><ispartof>Business strategy series, 2011, Vol.12 (2), p.73-83</ispartof><rights>Emerald Group Publishing Limited</rights><rights>Copyright Emerald Group Publishing Limited 2011</rights><lds50>peer_reviewed</lds50><woscitedreferencessubscribed>false</woscitedreferencessubscribed><citedby>FETCH-LOGICAL-c328t-17239e4d7a7ed396c080a8209fa20bea3d7cd92bbc7ca2a58f37161ae9aade463</citedby><cites>FETCH-LOGICAL-c328t-17239e4d7a7ed396c080a8209fa20bea3d7cd92bbc7ca2a58f37161ae9aade463</cites></display><links><openurl>$$Topenurl_article</openurl><openurlfulltext>$$Topenurlfull_article</openurlfulltext><thumbnail>$$Tsyndetics_thumb_exl</thumbnail><linktopdf>$$Uhttps://www.emerald.com/insight/content/doi/10.1108/17515631111114877/full/pdf$$EPDF$$P50$$Gemerald$$H</linktopdf><linktohtml>$$Uhttps://www.emerald.com/insight/content/doi/10.1108/17515631111114877/full/html$$EHTML$$P50$$Gemerald$$H</linktohtml><link.rule.ids>314,780,784,967,4024,11635,27923,27924,27925,52686,52689</link.rule.ids></links><search><creatorcontrib>Rahbar, Elham</creatorcontrib><creatorcontrib>Abdul Wahid, Nabsiah</creatorcontrib><title>Investigation of green marketing tools' effect on consumers' purchase behavior</title><title>Business strategy series</title><description>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. 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| identifier | ISSN: 1751-5637 |
| ispartof | Business strategy series, 2011, Vol.12 (2), p.73-83 |
| issn | 1751-5637 1751-5645 |
| language | eng |
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| source | Emerald Complete Journals |
| subjects | Business Consumer behavior Consumers Environmental policy Ethical consumerism Governments Green marketing Green products Guidelines Indian Industrial research Investigations Labeling Marketing Perception Product choice Purchasing Regression Strategy Studies |
| title | Investigation of green marketing tools' effect on consumers' purchase behavior |
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