Green Product Positioning and Purchase Intention in Malaysia

Purpose: In this study, an overall framework for green marketing strategies is presented. The framework shows all green marketing strategies influencing customers' purchasing intention. This paper also stresses that certain green marketing strategies are independently influencing the purchasing behaviour and some are dependent on other factors namely the brand positioning. Design/methodology/approach: This paper examines the constructs of green marketing strategies to identify how customers are convinced to purchase green products in Malaysia. As one of the marketing strategies is reliant on brand positioning, the existing theories such as the Elaboration Likelihood Model (ELM) and the Affect-Reason-Involvement (ARI) are referred. This paper constitutes the quantitative results of customers through questionnaires with the size of 400 respondents. The questionnaires were analysed using AMOS version 20.0 which is a structural equation modelling solution for marketing research. Findings: This study is expected to distinguish the influence of the green marketing strategies components on customers purchasing intention. By doing this, the prominent green marketing strategy in determining customer decision making is highlighted. Thus, a new direction for green product marketers focusing on customers' intention to purchase is established. Research limitations/implications: Lack of green knowledge towards green concepts due to different locations and cultures among customers may be problem encountered during this study. This is a fundamental implication to this study especially in Malaysia as it has various ethnicities. Originality/value: This paper presents all the green marketing strategies together with related brand positioning factors in determining the customers' purchasing intention. Thus far, the existing researches only feature these strategies as factors impacting customers' decision in purchasing green products. However in this work, the appropriate green marketing strategy in deciding customers' behaviour is indicated.