The study of green marketing tools' effects on consumer purchase behaviour

Chin, Suhk Feen (2018) The study of green marketing tools' effects on consumer purchase behaviour. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

Malaysia had started to implement green strategies to encourage citizen to protect the environment throughout the years. The “green trend” of the consumer to purchase environmentally friendly products give rise to marketers and entrepreneurs to add green values to their business. This study aims to analyse the factors that affect consumer purchase behaviour through green marketing tools and to examine the relationship of green marketing tools and consumer purchase behaviour based on theory of planned behaviour (TPB). The third objective is to validate the most significant factor that affects consumer purchase behaviour through green marketing tools. This study reviews the previous green marketing tools (green advertisement, eco-label, and eco-brand) and Theory of Planned Behaviour (TPB) in consumer purchase behaviour towards green products. Next, the explanatory research design of quantitative survey form was distributed to 384 valid respondents to generate the latest information of consumer purchase behaviour towards green marketing tools in Melaka. Factor analysis and multiple regression analysis in SPSS were conducted to ensure the construct and convergence validity of results. The descriptive and inferential analysis explained in tables and figures form. The results show that perception towards eco-label is the strongest relationship with consumer purchase behaviour. The TPB theory can be further elaborated by the consumer belief, environmental concern, awareness, and trust in these green marketing tools to implement the green marketing strategies in Malaysia.

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