Awareness of Eco-label in Malaysia’s Green Marketing Initiative

Abstract

Consumer awareness of the environment and preference for more

The Antecedents of Green Purchase Intention among Malaysian Consumers

“…Environmental knowledge is defined as the state of an individual's knowledge about an issue impacts significantly upon his or her decision making process (Nik Abdul Rashid, 2009). There are several studies that support empirically the assumption that consumers' environmental knowledge or eco-literacy is a significant predictor of environmentally friendly behaviour (Chan, 1998).…”

“…To date, there are approximately 30 different green label schemes worldwide. Asian countries such as China, Japan, Korea, India, Thailand, Malaysia and Singapore have launched their own eco-labeling schemes (Nik Abdul Rashid, 2009). In 1996, Malaysian green label schemes were committed to start by the Standards and Industrial Research Institute of Malaysia (SIRIM).…”

“…The items of the questionnaire in this research were adopted from different sources in extant literature, including the 'environmental knowledge' a five-point Likert-scale anchored by "no knowledge" (1) to "very knowledgeable" (5) which was adopted from Nik Abdul Rashid (2009). A five-point Likert-scale anchored by "strongly disagree" (1) to "strongly agree" (5) was adopted as the attitude measurement for independent variables and dependent variable, including: 'environmental attitude', 'government initiative' and 'peer pressure' (Punitha & Rahman (2011); 'eco-label' was adopted from Elham and Wahid (2010) and 'green purchase intention' was adopted from Habib, et al (2010).…”

Won’t Get Fooled Again: The Effects of Internal and External CSR ECO-Labeling

“…In contrast to an uncertified internal environmental claim [internal CSR claim] statement developed by a manufacturer or service provider, an [external] eco-label is awarded by an impartial third party to products that meet established environmental leadership criteria'' (p. 2). While independent third-party eco-labels (external CSR label) are thus based on compliance legislations with predetermined criteria that have to be verified by an independent competent authority, uncertified internal labels (internal CSR claim) are placed on the product by the manufacturer (Rashid 2009). …”

“…As most consumers are positive about socially responsible companies (Xiaoli and Kwangjun 2007), scholars stress the importance of CSR communication in benefiting from CSR efforts (Mohr et al 2001;Morsing and Schultz 2006;Xiaoli and Kwangjun 2007), for example by means of eco-labels. In real-life situations, eco-labels are attractive instruments for informing consumers about the environmental impact of their purchase decisions (Rashid 2009). However, due to the constantly rising profusion of eco-labels, based on either own claims from the organization or claims made by an external third party, consumers may encounter difficulties in identifying truly responsible firms, which results in less effective CSR initiatives, even for those responsible firms.…”