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.

Investigation of green marketing tools' effect on consumers' purchase behavior

Green purchasing behaviour: A conceptual framework and empirical investigation of Indian consumers

Impact of culture, behavior and gender on green purchase intention

An empirical investigation of green purchase behaviour among the young generation

Inadequate information related to green purchase intention among consumers has become a main impediment to both local and international marketers in developing a sound business and marketing strategies of green products. Thus, it is imperative to understand consumer behavior towards green products especially in Malaysia, where the trend is still new. Acknowledging this limitation, this paper thus aimed to investigate the influence of environmental knowledge and concern on green purchase intention among consumers, and simultaneously examining the effect of attitude as a mediator. The Theory of Reasoned Action was used to gauge consumer‟s green purchase intention. The current study investigates on green products in general with no focus on specific types of green product. Data collection through questionnaires was obtained from 384 Sabahan consumers, and this was done by way of convenience sampling approach. The findings of this study signify that environmental knowledge and environmental concern significantly influenced green purchase intention among consumers. More important, attitude is found to have a partial mediation effect on the relationship between environmental concern and green purchase intention. On the other hand, environmental knowledge does not predict attitude, thus attitude is found to have no mediating effect on the relationship between environmental knowledge and green purchase intention.

The influence of environmental knowledge and concern on green purchase intention. The role of attitude as mediating variable.

– The purpose of this paper is to identify important factors that affect Hong Kong adolescent consumers' green purchasing behaviour., – A total of 6,010 (2,975 males and 3,035 females) adolescents in Hong Kong were recruited through multi‐staged random sampling. They were surveyed on their green purchasing behaviour, environmental attitude, environmental concern, perceived seriousness of environmental problems, perceived environmental responsibility, perceived effectiveness of environmental behaviour, social influence and concern for self‐image in environmental protection., – Multiple regression analysis showed that social influence was the top predictor of Hong Kong adolescents' green purchasing behaviour, followed by environmental concern as the second, concern for self‐image in environmental protection as the third, and perceived environmental responsibility as the fourth top predictor., – A major limitation of this study lies in the self‐reported nature of the survey used. Future study should include some objective assessments (such as observations or other‐reported survey) of the subjects' green purchasing behaviour., – This paper is a useful source of information for international green marketers about what works and what does not in appealing to the young consumers in Hong Kong., – This paper serves as a pioneer study to identify important factors in affecting young consumers' green purchasing behaviour in the Hong Kong context. It offers practical guidelines to international green marketers planning to target the Asian markets.

Kaman Lee

Papers

Opportunities for green marketing: young consumers