Green products purchases: structural relationships of consumers' perception of eco-label eco-brand and environmental advertisement

Norazah Mohd Suki, . Green products purchases: structural relationships of consumers' perception of eco-label eco-brand and environmental advertisement. pp. 1-10. ISSN 1823-8556

This study aims to investigate the effects of environmental advertisement consumers perception of eco-label and impact of eco-brand on their actual purchase behaviour of green product. The sample in this study consisted of 200 individual customers who had experience in purchasing the green products for the past one year in the Federal Territory of Labuan Malaysia. Primary data was collected through the self-administered questionnaires distributed using convenience sampling method. The structural equation modeling (SEM a multivariate technique via Analysis of Moment Structure (AMOS) computer software version 20.0 was utilised to empirically test and estimate the hypothesised relationships between constructs. Results revealed that consumers perception of eco-label was the strongest determinant of their actual purchase behaviour of green product. Moreover consumers perception of eco-brand has a significant influence on their actual purchase behaviour of green product. This study provides a number of practical implications for marketers in boosting consumers actual purchase behaviour of green product towards its sustainability.

Full text available from: Official URL: http://jssm.umt.edu.my/files/2013/07/1w.pdf

Abstract

This study aims to investigate the effects of environmental advertisement consumers perception of eco-label and impact of eco-brand on their actual purchase behaviour of green product. The sample in this study consisted of 200 individual customers who had experience in purchasing the green products for the past one year in the Federal Territory of Labuan Malaysia. Primary data was collected through the self-administered questionnaires distributed using convenience sampling method. The structural equation modeling (SEM a multivariate technique via Analysis of Moment Structure (AMOS) computer software version 20.0 was utilised to empirically test and estimate the hypothesised relationships between constructs. Results revealed that consumers perception of eco-label was the strongest determinant of their actual purchase behaviour of green product. Moreover consumers perception of eco-brand has a significant influence on their actual purchase behaviour of green product. This study provides a number of practical implications for marketers in boosting consumers actual purchase behaviour of green product towards its sustainability.

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Item Type:	Article
AGROVOC Term:	Products
AGROVOC Term:	Purchasing
AGROVOC Term:	Attitudes
AGROVOC Term:	Purchasing habits
AGROVOC Term:	Marketing
AGROVOC Term:	Advertising
AGROVOC Term:	Consumer preferences
AGROVOC Term:	Brands
AGROVOC Term:	Product labelling
AGROVOC Term:	Environmental protection
Depositing User:	Mr. AFANDI ABDUL MALEK
Last Modified:	24 Apr 2025 00:54
URI:	http://webagris.upm.edu.my/id/eprint/8700

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