Communicating Green: Insights to Enhance Green Purchase Intention
Abstract
This study investigates the impact of the green marketing mix, which consists of product, price, place and promotion, on attitude towards green products, green brand image, green trust and green purchase intention. Companies need to understand and execute the correct combination of marketing mix strategies to persuade customers to purchase green products and enhance their customer-based brand equity. The target population of this study comprised working adults aged 20 to 55 years old who know what green products are. This study used the quantitative method and purposive sampling to collect data. Questionnaires were disseminated online and a total of 196 valid responses were collected. Green product and green promotion enhance the attitude of consumers towards green products, green brand image, green trust and green purchase intention. Future research should incorporate larger, more varied samples to better understand the global dynamics of consumer behaviour towards green products and explore the green marketing mix across diverse cultural settings. Green marketing efforts should focus on enhancing product visibility through eco-labels and certifications. Green marketers should also prioritise green marketing communication strategies that not only highlight environmental benefits but also build consumer trust and green brand image, which are critical for driving green purchase intention. Although consumers are willing to invest more in green products, there exists a noticeable disparity between attitude and behaviour. Consumers are not consistently purchasing green products even though they express interest in green products. Besides empirically investigating the relationships among the green marketing mix and attitude towards green products as well as green purchase intention, this study also incorporates green brand image and green trust, the customer-based brand equity variables, as the dependent variables.
References
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Luo, B., Sun, Y., Shen, J. and Xia, L. (2020). How does green advertising skepticism on social media affect consumer intention to purchase green products?, Journal of Consumer Behavior, 19(4), 371-381.
Maniatis, P. (2016). Investigating factors influencing consumer decision-making while choosing green products, Journal of Cleaner Production, 132, 215-228.
Mahmoud, Thoria. (2019). Green marketing: a marketing mix concept, International Journal of Electrical, Electronics and Computers, 4, 20-26.
Mukonza, C. and Swarts, I. (2020). The influence of green marketing strategies on business performance and corporate image in the retail sector, Business Strategy and the Environment, 29(3), 838-845.
Mutum, D.S., Ghazali, E.M. and Wei-Pin, W. (2021). Parallel mediation effect of consumption values and the moderation effect of innovativeness, in predicting the influence of identity on green purchasing behavior, Journal of Consumer Behaviour, 20(3), 827-844.
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Nguyen, Y.T.H. and Nguyen, H.V. (2020). An alternative view of the millennial green product purchase: the roles of online product review and self-image congruence, Asia Pacific Journal of Marketing and Logistics, 33(1), 231-249.
Nikabadi, M.S., Safui, M.A. and Agheshlouei, H. (2015). Role of advertising and promotion in brand equity creation, Journal of Promotion Management, 21(1), 13-32.
Nuttavuthisit, K. and Thøgersen, J. (2017). The importance of consumer trust for the emergence of a market for green products: the case of organic food, Journal of Business Ethics, 140(2), 323-337.
Olsen, M.C., Slotegraaf, R.J. and Chandukala, S.R. (2014). Green claims and message frames: how green new products change brand attitude, Journal of Marketing, 78(5), 119-137.
Ottenbacher, M.C., Kuechle, G., Harrington, R.J. and Kim, W.H. (2019). QSR customer sustainable behaviors and brand practice perceptions on willingness to pay a premium, International Hospitality Review, 33(2), 106-125.
Ozaki, R. (2011). Adopting sustainable innovation: what makes consumers sign up to green electricity?, Business Strategy and the Environment, 20(1), 1-17.
Pan, C., Lei, Y., Wu, J. and Wang, Y. (2021). The influence of green packaging on consumers’ green purchase intention in the context of online-to-offline commerce, Journal of Systems and Information Technology, 23(2), 133-153.
Panda, T.K., Kumar, A., Jakhar, S., Luthra, S., Garza-Reyes, J.A., Kazancoglu, I. and Nayak, S.S. (2020). Social and environmental sustainability model on consumers’ altruism, green purchase intention, green brand loyalty and evangelism, Journal of Cleaner Production, 243, 118575.
Patel, J.D., Trivedi, R.H. and Yagnik, A. (2020). Self-identity and internal environmental locus of control: comparing their influences on green purchase intentions in high-context versus low-context cultures, Journal of Retailing and Consumer Services, 53, 102003.
Pham, T.H., Nguyen, T.N., Phan, T.T.H. and Nguyen, N.T. (2018). Evaluating the purchase behaviour of organic food by young consumers in an emerging market economy, Journal of Strategic Marketing, 27(6), 540-556.
Phau, I. and Ong, D. (2007). An investigation of the effects of environmental claims in promotional messages for clothing brands, Marketing Intelligence and Planning, 25(7), 772-788.
Pickett-Baker, J. and Ozaki, R. (2008). Pro-environmental products: marketing influence on consumer purchase decision, Journal of Consumer Marketing, 25(5), 281-293.
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Published
2024-12-01
How to Cite
LING LING, Tan et al.
Communicating Green: Insights to Enhance Green Purchase Intention.
International Journal of Business and Technology Management, [S.l.], v. 6, n. 4, p. 44-64, dec. 2024.
ISSN 2682-7646.
Available at: <https://myjms.mohe.gov.my/index.php/ijbtm/article/view/28465>. Date accessed: 24 jan. 2025.
Section
English Section
