文章基本信息

标题：Investigating the impact of green marketing on consumer’s purchasing behaviour towards eco-friendly products
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作者：Albert Feisal Ismail ; Ong Chee Leong ; Mohd Fazli Mohd Sam 等
期刊名称：International Journal of Development and Sustainability
印刷版ISSN：2186-8662
出版年度：2018
卷号：7
期号：1
页码：170-178
出版社：International Society for Development and Sustainability (ISDS)
摘要：In Malaysia, green marketing strategy that had been used for such a long time, it does not bring any consumer purchasing patterns significant changes. Any exchange to satisfy human wants or needs that related to green marketing minimal impact on the natural environment. The implementation of green concept or eco-friendly innovation in company’s product or services would be a costly development and would bring no benefits to company if consumer does not fully understand or accept it. Thus, the research study aimed to understand the extent of impact of these concepts and strategy on consumer’s purchasing behaviour towards buying eco-friendly product. Based on the results of the research, Environmental Awareness had a significant impact in affecting consumer purchasing behaviour while both Green Branding and Eco Labelling did not impact consumer’s purchasing behaviour in significant extents. This result was due to consumer’s lack of understanding on the purpose of corporate Green Branding and Eco Labelling been implemented into eco-friendly product.
关键词：Green Marketing; Consumer Purchasing Behaviour; Green Branding; Eco Labelling; Environmental Awareness; Eco-Friendly