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The effects of green product positioning and green marketing strategies towards customers purchase intention in Malaysia

The main purpose of this study is to investigate the effectiveness of product positioning (functional attributes and emotional benefits) and how it is reflected to the customer's purchase intention. The study is to examine the green marketing strategies and the effects of these variables (belie...

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Main Author: Sathiswaran Uthamaputhran
Format: UMK Etheses
Published: 2013
Online Access:http://discol.umk.edu.my/id/eprint/10342/
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spelling my.umk.eprints.103422022-06-29T08:42:59Z http://discol.umk.edu.my/id/eprint/10342/ The effects of green product positioning and green marketing strategies towards customers purchase intention in Malaysia Sathiswaran Uthamaputhran The main purpose of this study is to investigate the effectiveness of product positioning (functional attributes and emotional benefits) and how it is reflected to the customer's purchase intention. The study is to examine the green marketing strategies and the effects of these variables (beliefs, eco-Labelling, product attitudes and green advertising). Elaboration Likelihood Model (ELM)and Effect-Reason-Involvement model (ARI) were used to make the study stronger and accurate. This paper contitutes the qualitative results of customers through sef-administered questionnaires with the size of 400 respondents and 200 were returned. This study confirms that there is an affecting between product positioning and green marketing strategies. This study also confirmed that green marketing strategies affects the customer's purchase intention towards green products. 2013 UMK Etheses NonPeerReviewed Sathiswaran Uthamaputhran (2013) The effects of green product positioning and green marketing strategies towards customers purchase intention in Malaysia. Masters thesis, Universiti Teknologi Malaysia. (Unpublished)
institution Universiti Malaysia Kelantan
building Perpustakaan Universiti Malaysia Kelantan
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Malaysia Kelantan
content_source UMK Institutional Repository
url_provider http://umkeprints.umk.edu.my/
description The main purpose of this study is to investigate the effectiveness of product positioning (functional attributes and emotional benefits) and how it is reflected to the customer's purchase intention. The study is to examine the green marketing strategies and the effects of these variables (beliefs, eco-Labelling, product attitudes and green advertising). Elaboration Likelihood Model (ELM)and Effect-Reason-Involvement model (ARI) were used to make the study stronger and accurate. This paper contitutes the qualitative results of customers through sef-administered questionnaires with the size of 400 respondents and 200 were returned. This study confirms that there is an affecting between product positioning and green marketing strategies. This study also confirmed that green marketing strategies affects the customer's purchase intention towards green products.
format UMK Etheses
author Sathiswaran Uthamaputhran
spellingShingle Sathiswaran Uthamaputhran
The effects of green product positioning and green marketing strategies towards customers purchase intention in Malaysia
author_facet Sathiswaran Uthamaputhran
author_sort Sathiswaran Uthamaputhran
title The effects of green product positioning and green marketing strategies towards customers purchase intention in Malaysia
title_short The effects of green product positioning and green marketing strategies towards customers purchase intention in Malaysia
title_full The effects of green product positioning and green marketing strategies towards customers purchase intention in Malaysia
title_fullStr The effects of green product positioning and green marketing strategies towards customers purchase intention in Malaysia
title_full_unstemmed The effects of green product positioning and green marketing strategies towards customers purchase intention in Malaysia
title_sort effects of green product positioning and green marketing strategies towards customers purchase intention in malaysia
publishDate 2013
url http://discol.umk.edu.my/id/eprint/10342/
_version_ 1763304233014132736
score 13.211869

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