Investigating The Impact Of Green Marketing On Consumer's Purchasing Behavior Towards Eco-Friendly Products

Ong, Chee Leong (2014) Investigating The Impact Of Green Marketing On Consumer's Purchasing Behavior Towards Eco-Friendly Products. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

Today, green issues have happened throughout a couple of decades with efforts to sustain our natural resources while reducing current damage towards the Mother Nature. Green marketing strategy is one of the approaches initiated by corporations as an effort to be responsible for Corporate Social Responsibility (CRS) and to preserve Mother Nature. However, in a developing country like Malaysia, consumer awareness of green product is still low due to the number of corporate who uses green marketing strategy is still not high enough. Despite the low number of corporations who take green marketing strategy as an approach, the growing number of environmental issues and green issues has forced consumers to aware of the change. Therefore, the purpose of this research paper is to investigate the impact level of green marketing strategy on affecting consumer purchasing behavior on purchasing eco-friendly products. This research paper will identify the effectiveness of the corporate green marketing strategy such as Green Branding and Eco Labeling on creating awareness of consumer regarding green and environmental issues, thus persuading them to purchase eco-friendly electronic products. This paper will also include the willingness of consumer to purchase green product or a product produced by corporate that takes green initiatives. Based on the results of the research, Environmental Awareness has a significant impact in affecting consumer purchasing behavior while both Green Branding and Eco Labeling does not impact consumer’s purchasing behavior in significant extents. This result is due to consumer’s lack of understanding on the purpose of corporate Green Branding and Eco Labeling been implemented into eco-friendly product.

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