Effects of Green Brand Positioning, Knowledge and Attitude on Green Product Purchase Intention
DOI:
https://doi.org/10.61841/ksrc6b57Keywords:
Green Brand Positioning, Attitude towards Green Brand, Green Product Purchase IntentionAbstract
Nowadays, customers are more conscious of environmental problems and have started to purchase green products. This study aims to evaluate the impacts of green brand positioning, green brand knowledge and attitude towards green brand on green product purchase intention. Data were collected from 162 respondents in Johor using snowball sampling technique and online survey. The data were analysed using the Statistical Package for the Social Sciences (SPSS). Multiple regression was used to test the relationships between green brand positioning, green brand knowledge, attitude towards green brand and green product purchase intention. The results show that the green brand positioning and green brand knowledge have significant and positive relationship between green product purchase intention. The study found that green consumer knowledge is the strongest predictor in green product purchase. However, consumers’ attitude toward green brand is not related to green product purchase intention. The findings of the study are important to green marketers to provide high availability of access to increase the demand of green products. Also, green marketers should emphasise on quality, price and advertisement in order to increase the demand of green products.
Downloads
References
[1] Apaolaza-Ibáñez, V., and Hartmann, P. (2006). Green value added. Marketing Intelligence & Planning,
24(7), 673-680.
[2] Barbaro‐Forleo, G., Laroche, M., and Bergeron, J. (2001). Targeting consumers who are willing to pay
more for environmentally friendly products. Journal of Consumer Marketing, 18(6), 503-520.
[3] Barber, N., Taylor, C., and Strick, S. (2009). Wine consumers’ environmental knowledge and attitudes:
Influence on willingness to purchase. International Journal of Wine Research, 1(1), 59-72.
[4] Blackwell, R.D., Miniard, P.W. and Engel, J.F. (2006). Consumer Behaviour. 10th ed., Thomson Learning,
South Western, Boston, MA.
[5] Chang, M.C., and Wu, C.C. (2015). The effect of message framing on pro-environmental behavior
intentions: An information processing view. British Food Journal, 117(1), 339-357.
[6] Chen, Y.S., and Chang, C.H. (2012). Enhance green purchase intentions: The roles of green perceived value, green perceived risk, and green trust. Management Decision, 50(3), 502-520.
[7] Cheng, L.W., and Chayapa, K. (2011). Online Shopper Behavior: Influences of Online Shopping Decision. Asian Journal of Business Research, 1(2), 279-286.
[8] Connell, K.Y.H. (2010). Internal and external barriers to eco-conscious apparel acquisition. International Journal of Consumer Studies, 34(3), 279-286.I
[9] Cretu, A.E., and Brodie, R.J. (2007). The influence of brand image and company reputation where
manufacturers market to small firms: A customer value perspective. Industrial Marketing Management,
36(2), 230-240.
[10] Ganapathy, S.P., Natarajan, J., Gunasekaran, A., and Subramanian, N. (2014). Influence of eco-innovation
on Indian manufacturing sector sustainable performance. International Journal of Sustainable Development
& World Ecology, 21(3), 198-209.
[11] Grant, J. (2008). Green marketing. Strategic Direction, 24(6), 25-27.
[12] Gupta, S., and Ogden, D.T. (2009). To buy or not to buy? A social dilemma perspective on green buying.
Journal of Consumer Marketing, 26(6), 376-391.
[13] Gwin, C.F., and Gwin, C.R. (2003). Product Attributes Model: A Tool for Evaluating Brand Positioning.
Journal of Marketing Theory and Practice, 11(2), 30-42.
[14] Jain, S.K., and Kaur, G. (2006). Role of Socio-Demographics in Segmenting and Profiling Green
Consumers. Journal of International Consumer Marketing, 18(3), 107-146.
[15] Keller, K.L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of
Marketing, 57(1), 1-22.
[16] Kumar, P., and Ghodeswar, B.M. (2015). Factors affecting consumers’ green product purchase decisions.
Marketing Intelligence & Planning, 33(3), 330-347.
[17] Lee, S.H., and Oliver, J.D. (2010). Hybrid car purchase intentions: a cross‐cultural analysis. Journal of
Consumer Marketing, 27(2), 96-103.
[18] Leonidou, L.C., Leonidou, C.N., and Kvasova, O. (2010). Antecedents and outcomes of consumer
environmentally friendly attitudes and behaviour. Journal of Marketing Management, 26(13-14), 1319-
1344.
[19] Lin, Y.C., and Chang, C.c. A. (2012). Double Standard: The Role of Environmental Consciousness in
Green Product Usage. Journal of Marketing, 76(5), 125-134.
[20] Malaysia-Central. (2017). Ministry of Energy, Green Technology and Water (Kementerian Tenaga,
Teknologi Hijau dan Air) Malaysia. from http://www.malaysiacentral.com/information-directory/ministryof-energy-green-technology-and-water-kementerian-tenaga-teknologi-hijau-danairmalaysia/#sthash.eAhPM2iG.dpbs
[21] Malhotra, N.K. (2012). Basic Marketing Research. 4th ed., Pearson, USA.
[22] Marcus, A.A., and Fremeth, A.R. (2009). Green Management Matters Regardless. Academy of
Management Perspectives, 23(3), 17-26.
[23] Ministry-of-Agriculture, and Agro-Based-Industry-Malaysia. (2017). MyGAP (Malaysian Good
Agricultural Practices). from http://www.moa.gov.my/en/mygap
[24] Mostafa, M.M. (2007). A hierarchical analysis of the green consciousness of the Egyptian consumer.
Psychology & Marketing, 24(5), 445-473.
[25] Pudaruth, S., Monique Emmanuelle Noyaux, M., and Devi Juwaheer, T. (2012). Analysing the impact of
green marketing strategies on consumer purchasing patterns in Mauritius. World Journal of
Entrepreneurship, Management and Sustainable Development, 8(1), 36-59.
[26] Puvanasvaran, A.P., Zain, M.F.Y., Al-Hayali, Z.A., and Mukapit, M. (2012). Sustainability of Green
Technology in Malaysia Industry. Paper presented at the International Conference on Design and
Concurrent Engineering, Melaka.
[27] Ranchhod, A., and Gurău, C. (2005). International green marketing: A comparative study of British and
Romanian firms. International Marketing Review, 22(5), 547-561.
[28] Saha, M., and Darnton, G. (2005). Green Companies or Green Conpanies: Are Companies Really Green, or
Are They Pretending to Be? Business and Society Review, 110(2), 117-157.
[29] Schiffman, L.G., and Wisenblit, J.L. (2018). Consumer Behavior (12 ed.). Essex, NJ: Pearson Education
Inc.
[30] Smith, S., and Paladino, A. (2010). Eating clean and green? Investigating consumer motivations towards
the purchase of organic food. Australasian Marketing Journal (AMJ), 18(2), 93-104.
[31] Solomon, M.R. (2017). Consumer Behavior: Buying, Having, and Being, Global Edition (12 ed.). Essex, NJ: Pearson Education Limited.
[32] Suki, N.M. (2016). Green product purchase intention: impact of green brands, attitude, and knowledge. British Food Journal, 118(12), 2893-2910.
[33] Teng, L. (2009). A comparison of two types of price discounts in shifting consumers' attitudes and purchase intentions. Journal of Business Research, 62(1), 14-21.
[34] Wang, H.J. (2016). Green Brand Positioning in the Online Environment (Vol. 10).
[35] Yadav, R., and Pathak, G.S. (2016). Young consumers' intention towards buying green products in a developing nation: Extending the theory of planned behavior. Journal of Cleaner Production, 135, 732- 739.
[36] Yang, M., Wang, Y.C., and Huang, Y.C. (2014). Effects of green brand on green purchase intention. Marketing Intelligence & Planning, 32(3), 250-268.
Downloads
Published
Issue
Section
License
You are free to:
- Share — copy and redistribute the material in any medium or format for any purpose, even commercially.
- Adapt — remix, transform, and build upon the material for any purpose, even commercially.
- The licensor cannot revoke these freedoms as long as you follow the license terms.
Under the following terms:
- Attribution — You must give appropriate credit , provide a link to the license, and indicate if changes were made . You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
- No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.
Notices:
You do not have to comply with the license for elements of the material in the public domain or where your use is permitted by an applicable exception or limitation .
No warranties are given. The license may not give you all of the permissions necessary for your intended use. For example, other rights such as publicity, privacy, or moral rights may limit how you use the material.
