Cover Image

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

This study aims to investigate the effect of green positioning strategies towards product attitudes and customer's intentions to purchase. Data was collected from 500 customers of Giant and Econ save supermarket by distributing the questionnaires. Results of this study show that emotional benef...

Full description

Saved in:
Bibliographic Details
Main Authors: amin, M., Uthamaputhran, S., Ali, F.
Format: Non-Indexed Article
Published: Inderscience Enterprise 2015
Online Access:http://discol.umk.edu.my/id/eprint/8288/
http://www.inderscienceonline.com/doi/pdf/10.1504/IJIL.2015.069634
Tags: Add Tag
No Tags, Be the first to tag this record!
id my.umk.eprints.8288
record_format eprints
spelling my.umk.eprints.82882022-05-23T10:26:21Z http://discol.umk.edu.my/id/eprint/8288/ The effectiveness of green product positioning and marketing strategies towards purchase intention in Malaysia amin, M. Uthamaputhran, S. Ali, F. This study aims to investigate the effect of green positioning strategies towards product attitudes and customer's intentions to purchase. Data was collected from 500 customers of Giant and Econ save supermarket by distributing the questionnaires. Results of this study show that emotional benefits and functional attributes have significant relationship with product attributes and product attributes has significant relationship with purchase intentions. Findings from this study suggested that functional attributes and emotional benefits have become an important aspect in green product positioning to convince the customers to buy the green products Inderscience Enterprise 2015 Non-Indexed Article NonPeerReviewed amin, M. and Uthamaputhran, S. and Ali, F. (2015) The effectiveness of green product positioning and marketing strategies towards purchase intention in Malaysia. International Journal of Innovation and Learning, 17. pp. 516-526. ISSN 14718197 http://www.inderscienceonline.com/doi/pdf/10.1504/IJIL.2015.069634
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 aims to investigate the effect of green positioning strategies towards product attitudes and customer's intentions to purchase. Data was collected from 500 customers of Giant and Econ save supermarket by distributing the questionnaires. Results of this study show that emotional benefits and functional attributes have significant relationship with product attributes and product attributes has significant relationship with purchase intentions. Findings from this study suggested that functional attributes and emotional benefits have become an important aspect in green product positioning to convince the customers to buy the green products
format Non-Indexed Article
author amin, M.
Uthamaputhran, S.
Ali, F.
spellingShingle amin, M.
Uthamaputhran, S.
Ali, F.
The effectiveness of green product positioning and marketing strategies towards purchase intention in Malaysia
author_facet amin, M.
Uthamaputhran, S.
Ali, F.
author_sort amin, M.
title The effectiveness of green product positioning and marketing strategies towards purchase intention in Malaysia
title_short The effectiveness of green product positioning and marketing strategies towards purchase intention in Malaysia
title_full The effectiveness of green product positioning and marketing strategies towards purchase intention in Malaysia
title_fullStr The effectiveness of green product positioning and marketing strategies towards purchase intention in Malaysia
title_full_unstemmed The effectiveness of green product positioning and marketing strategies towards purchase intention in Malaysia
title_sort effectiveness of green product positioning and marketing strategies towards purchase intention in malaysia
publisher Inderscience Enterprise
publishDate 2015
url http://discol.umk.edu.my/id/eprint/8288/
http://www.inderscienceonline.com/doi/pdf/10.1504/IJIL.2015.069634
_version_ 1763303962800291840
score 13.211869

Similar Items