The role of green marketing towards purchase intention among Malaysian customers
This study investigates the relationship between green marketing strategies and customer purchase intention towards green products. The objective of the study is to examine the effectiveness of perceived green marketing in customers’ purchase intention in Malaysia. The finding has been supported by...
Saved in:
| Main Authors: | , , |
|---|---|
| Format: | Non-Indexed Article |
| Published: |
2014
|
| Online Access: | http://discol.umk.edu.my/id/eprint/8012/ http://fkp.umk.edu.my/journal/download/1-v2.pdf |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| id |
my.umk.eprints.8012 |
|---|---|
| record_format |
eprints |
| spelling |
my.umk.eprints.80122022-05-23T10:24:41Z http://discol.umk.edu.my/id/eprint/8012/ The role of green marketing towards purchase intention among Malaysian customers Sathiswaran Uthamaputhran Azlinda Shazneem Md Shuaib Nurul Hasliana Hamsani This study investigates the relationship between green marketing strategies and customer purchase intention towards green products. The objective of the study is to examine the effectiveness of perceived green marketing in customers’ purchase intention in Malaysia. The finding has been supported by the Elaboration Likelihood Model (ELM) and the Affect-ReasonInvolvement model (ARI). For this purpose, 500 questionnaires were distributed to customers in Giant and Econ Save. However, only 200 questionnaires were received without response bias. Thus, the overall response rate was 40%. This study was analyzed using the Structural Equation Model that comprised of factor loading analysis, discriminant analysis, and Goodness Model Fit. Findings of this study prove that there is a positive relationship between green marketing strategies and customers’ purchase intention towards green products. Overall, these variables are important elements in influencing customers in making a purchase decision 2014 Non-Indexed Article NonPeerReviewed Sathiswaran Uthamaputhran and Azlinda Shazneem Md Shuaib and Nurul Hasliana Hamsani (2014) The role of green marketing towards purchase intention among Malaysian customers. Journal of Entrepreneurship and Business, 2 (1). pp. 1-8. ISSN 2289-8298 http://fkp.umk.edu.my/journal/download/1-v2.pdf |
| 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 |
This study investigates the relationship between green marketing strategies and
customer purchase intention towards green products. The objective of the study is to examine the
effectiveness of perceived green marketing in customers’ purchase intention in Malaysia. The
finding has been supported by the Elaboration Likelihood Model (ELM) and the Affect-ReasonInvolvement
model (ARI). For this purpose, 500 questionnaires were distributed to customers in
Giant and Econ Save. However, only 200 questionnaires were received without response bias.
Thus, the overall response rate was 40%. This study was analyzed using the Structural Equation
Model that comprised of factor loading analysis, discriminant analysis, and Goodness Model Fit.
Findings of this study prove that there is a positive relationship between green marketing strategies
and customers’ purchase intention towards green products. Overall, these variables are important
elements in influencing customers in making a purchase decision |
| format |
Non-Indexed Article |
| author |
Sathiswaran Uthamaputhran Azlinda Shazneem Md Shuaib Nurul Hasliana Hamsani |
| spellingShingle |
Sathiswaran Uthamaputhran Azlinda Shazneem Md Shuaib Nurul Hasliana Hamsani The role of green marketing towards purchase intention among Malaysian customers |
| author_facet |
Sathiswaran Uthamaputhran Azlinda Shazneem Md Shuaib Nurul Hasliana Hamsani |
| author_sort |
Sathiswaran Uthamaputhran |
| title |
The role of green marketing towards purchase intention among
Malaysian customers |
| title_short |
The role of green marketing towards purchase intention among
Malaysian customers |
| title_full |
The role of green marketing towards purchase intention among
Malaysian customers |
| title_fullStr |
The role of green marketing towards purchase intention among
Malaysian customers |
| title_full_unstemmed |
The role of green marketing towards purchase intention among
Malaysian customers |
| title_sort |
role of green marketing towards purchase intention among
malaysian customers |
| publishDate |
2014 |
| url |
http://discol.umk.edu.my/id/eprint/8012/ http://fkp.umk.edu.my/journal/download/1-v2.pdf |
| _version_ |
1763303923069747200 |
| score |
13.211869 |