GREEN MARKETING ON CONSUMERS’ ENVIRONMENTAL ATTITUDE, PURCHASE INTENTION, AND ACTION – International Journal of Research in Education Humanities and Commerce

GREEN MARKETING ON CONSUMERS’ ENVIRONMENTAL ATTITUDE, PURCHASE INTENTION, AND ACTION

Author: Debbie Rose B. Fabian

ABSTRACT

The main objective of the study was to determine the influence of green marketing on the consumers’ environmental attitude, purchase intention, and actions in terms of the marketing mix: product, price, place, and promotion. It also determined the relationship between environmental attitude and purchase intention and purchase intention and action. After careful analysis of the gathered data, the researcher concluded that many consumers are now environmentally conscious, intended to purchase green products, and are actually buying green products. It was also concluded that a positive attitude can predict the intention to buy green products and purchase intention can also predict the actual purchase of these products.

Keywords: green marketing, green product, marketing mix, environmental attitude, purchase intention, and purchase action

REFERENCES

Blythe, J. (2013). Consumer behavior. 2nd ed. London: SAGE Publications Ltd.
Bhatia, M. & Jain, A. (2013). Green marketing: a study of consumer perception and preferences in India. Electronic Green Journal 1(36).
Boston University School of Public Health (2016). The theory of planned behavior. Retrieved from http://sphweb.bumc.bu.edu/otlt/MPH-Modules/SB/SB721-Models/SB721-Models3.html.
Cherian, J. & Jacob, J. (2012). Green marketing: a study of consumers’ attitude towards environment friendly products. Asian Social Science 8 (12). Canadian Center of Science and Education.
Collins, D. (2012). Business ethics: how to design and manage ethical organizations. USA: John Wiley & Sons, Inc.
Cruz, R. G. (2014). Tourism planning and development. Manila: Rex Book Store Inc.
Dahlstrom, R. (2011). Green marketing management. Pasig City, Philippines: Cengage Learning Asia Pte. Ltd.
Department of Energy (2015). Philippine national standard 396 household appliances. Retrieved from http://www.doe.gov.ph/services/energy-research-testing-laboratory-services/lighting-appliances-testing-laboratory
Department of Energy (2015). Standard for energy efficiency ratio and labeling requirement. Retrieved from http://www.doe.gov.ph/government-enercon-program/standard-for-energy-efficiency-ratio-and-labeling-requirement
Durif, F., Roy, J., & Boivin, C. (2012). Could perceived risks explain the ‘green gap’ in green product consumption. Electronic Green Journal 1(33).
Encyclopedia of Small Business (2007). Green marketing. Retrieved from http://www.encyclopedia.com/doc/1G2-2687200287.html
Energy Star (n.d.). Energy efficient products. Retrieved from http://www.energystar.gov/products/certified-products/
Go, J. & Go, C.E. (2010). Fundamentals of marketing in the Philippine setting. 2nd ed. Philippines: Josiah and Carolina Go Foundation, Inc.
Gupta, S. (2013). A study on influence of demographic profile on green purchase intention of consumers in Delhi. Global Research Analysis, 2(12).
Hoyer, W.D. & MacInnis, D.J. (2010). Consumer behavior. China: Cengage Learning.
Iannuzzi, A. (2012). Greener products the making and marketing of sustainable brands. USA: CRC Press.
Irfan, M., Sumangala, C. & D’Souza, L. (2014). Green marketing mix strategies of consumer durables with reference to automobile sector. International Journal of Emerging Research in Management &Technology 3 (6).
Jaafar, S. & Lalp, P. (n.d.). Consumers’ perceptions, attitudes and purchase intention towards private label food products in Malaysia. Asian Journal of Business and Management Sciences, 2(8), 73-90.
Jobber, D. (2010). Principles and practice of marketing. 6th ed. UK: McGraw-Hill Education.
Kavitha, R. & Muthumani, S. (2015). The impact of demographic variables based on buying behaviour intention towards e-store in India. Journal of Theoretical and Applied Information Technology 75(1).
Kotler, P. & Keller, K.L. (2012). Marketing management. 14th ed. New Jersey: Pearson Education Inc.
Madahi, A. & Sukati I., (2012). The effect of external factors on purchase intention amongst young generation in Malaysia. Canadian Center of Science and Education.
Morel, M. & Kwakye, F. (2012). Green marketing: consumers’ attitudes towards eco-friendly products and purchase intention in the fast moving consumer goods (FMCG) sector. Umea School of Business.
Nor, K.A & Yusniza, K. (2009).Principles of marketing. New York: Oxford University Press.
Saxena, R. & Khandelwal, P. (2008). Consumer attitudes towards green marketing: an exploratory study. University of Wollongong.
Sen, R.A. (2014). A study of the impact of green marketing practices on consumer buying behaviour in Kolkata. International Journal of Management and Commerce Innovations. 2 (1), 61-70.
Singh, P.B. & Pandey, K. K. (2012). Green marketing: policies and practices for sustainable development. A Journal of Management, 5 (1), 22-30.
Shukla S. & Mishra, A. (2015). Green marketing a new trend to promote the green consumerism. International Journal of Technology Management & Humanities (IJTMH), 1(1).
Suplico, L. T. (2009). Impact of green marketing on the students’ purchase decision. Journal of International Business 8(2).
Taufique, K. M., Siwar, C.B., Talib, B. A. & Chamhuri, N. (2014). Measuring consumers’ environmental responsibility: a synthesis of constructs and measurement scale items 9(1), 27-36. Current World Environment. Retrieved from http://dx.doi.org/10.12944/CWE.9.1.04
Vani, G., Babu, M. & Panchanatham, N. (2011). The impact of demographic profile on toothpaste buying behaviour in Bangalore city. Kuwait Chapter of Arabian Journal of Business and Management Review, 1(1).
Vilčeková, L. & Sabo, M. (2013). The influence of demographic factors on attitudes toward brands and brand buying behavior of Slovak consumers. International Journal of Education and Research, 1(11).
Wee, C. et al. (2014). Consumers’ perception, purchase intention and actual purchase behavior of organic food products. Review of Integrative Business and Economics Research, 3(2).
Zikmund, W.G. & Babin, B.J. (2013). Essentials of marketing research. 5th ed. China: Cengage Learning.