Green awareness effects on consumers’ purchasing decision : some insights from Malaysia

Norazah Mohd. Suki, (2013) Green awareness effects on consumers’ purchasing decision : some insights from Malaysia. IJAPS, Vol. 9, No. 2 (July 2013), 9 (2). pp. 49-63.

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Abstract

Consumers' awareness on products marketed in green marketing is important in guiding their purchasing decision of green products. This study aims to examine the influence of consumers' environmental concerns, awareness of green product, price and brand image on their purchasing decision of green products. A total of 200 completed responses were collected in the survey. Responses were randomly drawn from students in a public university in the Federal Territory of Labuan, Malaysia. Their participation was purely voluntary. Results via multiple regressions authenticated that consumers' awareness of price and brand image significantly influences their purchasing decision of green products. A person having some concern for the environment and its brand image would have a stronger preference to buy a green product. Findings could provide fruitful insights for environmental sustainability.

Item Type: Article
Uncontrolled Keywords: Brand awareness, brand image, purchasing decision, environmental concerns, multiple regressions
Subjects: H Social Sciences > HF Commerce
H Social Sciences > HF Commerce > HF5601 Accounting
Divisions: FACULTY > Labuan Faculty of International Finance
Depositing User: MDM SITI AZIZAH IDRIS
Date Deposited: 12 Jun 2019 23:43
Last Modified: 12 Jun 2019 23:43
URI: http://eprints.ums.edu.my/id/eprint/22220

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