Abstract: This particular study seeks to fill up the gap in the current body of literature pertaining to both green marketing practices as well as customer buying purpose by selecting Malaysia as a case study. Therefore, the outcomes of this particular research can give a brand-new stimulus to the results of earlier studies on customer and natural marketing buying patterns in Malaysia.
Study design: Theory of green marketing is integrated with its five marketing tools (labelling (LA), packaging and branding (PB), advertising (AD), price premium (PP), and eco-image (ECI)) as predictors of the green purchase intention (PI)). This study is based on scientific approach because it is proceeding in systematic progress as problem solving technique. The study is also deductive approach because it is based on hypotheses examination.
Place and Duration of Study: Population are all Malaysian adults who could have intention to purchase green food products; the sample size is 260 and the collected online during 2020.
Methodology: The study used quantitative methods to conduct statistical analysis on the original cross sectional data that collected for this study. For data analysis, this study used SPSS version 25 to do the descriptive and frequency analysis, and SmartPLS 3.0 to conduct the reliability, validity, and relations estimations. PLS-SEM is the technique to be used because the aim of this study is to do prediction model based on a developed model rather than building new theory. The study has 26 questions and the desired population size is 260 participants. Sampling technique used for this study is convenience sampling to reach any possible participants via online survey and the data collection took place during 2020.
Results: For relations from the five factors of green marketing to Purchase Intention, three factors have significant effect but two have no effect. Labelling has the highest impact with path coefficient score of 0.212. Followed by Advertising, which has the second impact with path coefficient score of 0.154. The last impactor is Packaging & Branding with path coefficient score of 0.139.
Conclusion: For the influence of the five different green marketing factors on Purchase Intention, three factors have positive impact with overall explanation power of 44.9% of the Purchase Intention variance. The value is acceptable especially in the human perception matters beside to the fact that the study is not emphasizing on a wide range of antecedents.
Keywords: Green Marketing, labelling, packaging and branding, advertising, price premium, eco-image, purchase intention.
Title: Green Marketing Strategy Factors Influencing Consumers Intention to Purchase Eco-Friendly Food Products in Malaysia
Author: Rumaila Mohammed Mustafa Shammakh
International Journal of Novel Research in Marketing Management and Economics