Revisiting influence of marketing effectiveness and environmental awareness on buying behaviour of green product: a SEM approach
Environmental sustainability become a prominent and unending issue in the third world economic countries such as Malaysia. Although, “green” and “go green” concepts were emphasized by academicians and practitioners to explain the need to save the earth but environmental consciousness is remain at...
Saved in:
| Main Authors: | , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
2016
|
| Subjects: | |
| Online Access: | http://repo.uum.edu.my/22906/1/Paper-2-Done-.pdf http://repo.uum.edu.my/22906/ http://www.gbse.com.my |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Institution: | Universiti Utara Malaysia |
| Language: | English |
| Summary: | Environmental sustainability become a prominent and unending issue in the third world
economic countries such as Malaysia. Although, “green” and “go green” concepts were
emphasized by academicians and practitioners to explain the need to save the earth but
environmental consciousness is remain at beginning stage. Therefore, the purpose of this study
is to determine green buying behaviour among undergraduate students using environmental
awareness or concern and marketing effectiveness as independent variables and intention as a
mediator. Total 375 usable questionnaires were used for the purpose of analysis. Our findings
support the influence of environmental awareness and marketing effectiveness on the intention
and influence of intention on buying behaviour. Similarly, environmental awareness and
marketing effectiveness mediated by intention on buying behaviour. The results of this study
can be used by public and marketers to encourage pro-environmental behaviours. The
recommendation, limitation and conclusion are then discussed at the end of the paper |
|---|