The effectiveness of green product positioning and marketing strategies towards purchase intention in Malaysia

Abstract

This study aims to investigate the effect of green positioning strategies towards product attitudes and customer's intentions to purchase. Data was collected from 500 customers of Giant and Econ save supermarket by distributing the questionnaires. Results of this study show that emotional benefits and functional attributes have significant relationship with product attributes and product attributes has significant relationship with purchase intentions. Findings from this study suggested that functional attributes and emotional benefits have become an important aspect in green product positioning to convince the customers to buy the green products.

Exploring Factors Affecting Consumers’ Intention Toward Purchasing Imitation Jewelry: An Extension of Theory of Planned Behavior

“…Any measurement model aims at illustrating how observed variables serve as measurement instruments for the unobserved or latent variables (Amin, Uthamaputhran, & Ali, 2015). The following Table 3 illustrates the factor loadings for all items, and it shows that all the factor loadings are above the cut off value .70 which ensures convergent validity as recommended by Chin, Gopal, & Salisbury (1997) and Hair et al (2010).…”

Green Brand Positioning for Organic Food: A Content Analysis of Corporate Websites

“…In addition to providing the attributes and functional benefits desired by consumers, green brand positioning also implies satisfying emotional needs and building an affective relationship with the customer (Coddington, 1993, cited in Hartmann et al, 2005. Therefore, green brand positioning can be considered a subset of attributes, benefits and environmental values that have the ability to convince green customers to be loyal to green products and brands (Hartmann et al, 2005;Amin et al, 2015).…”

“…Based on the content analysis, there were 18 elements (codes) that can be positioning bases for green brands (see Table 3). Also, in the elaboration of the codes, the studies carried out on this subject were taken into account (Hartmann et al, 2005;Naspetti and Zanoli, 2009;Insch, 2011;Juwaheer et al, 2012;Ćirić and Prodanović, 2013;Driessen et al, 2013;Haryanto and Budiman, 2014;Huang et al, 2014;Matthes et al, 2014;Amin et al, 2015;von Meyer-Höfer et al, 2015;Wang, 2016Wang, , 2017Vlahović and Šojić, 2017), specifying that the subject of positioning the brands present on the market of organic food products is weakly highlighted in the literature.…”

Investigating the Effect of Consumers Environmental Values on Green Buying Behavior

“…The increase in environmental awareness of consumers leads them to prefer environmentally conscious products in their buying behavior (Paylan & Varinli, 2015). Consumers' increasing concern for the environment is leading to significant changes in companies' marketing strategies (Amin et al, 2015). Green marketing develops in three different stages: Ecological, environmentally friendly and sustainable (Lee, 2008).…”