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

amin, M., and Uthamaputhran, S., and Ali, F., (2015) The effectiveness of green product positioning and marketing strategies towards purchase intention in Malaysia. International Journal of Innovation and Learning, 17. pp. 516-526. ISSN 14718197

Official URL: http://www.inderscienceonline.com/doi/pdf/10.1504/...

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

Item Type: Non-Indexed Article
Keywords: green products, emotional attributes, functional attributes, product attributes, purchase intentions, green product positioning, marketing strategies, Malaysia
Faculty: Faculty of Entrepreneurship and Business
Deposited By: En. Pahmi Abdullah
Date Deposited: 11 Oct 2016 01:03
Last Modified: 11 Oct 2016 01:03
URI: http://umkeprints.umk.edu.my/id/eprint/6316

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