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

Journal Article

Amin, Muslim . 2015

• نوع عمل المنشور: Research Paper
• رقم العدد: 4
• رقم الإصدار السنوي: 17
• الصفحات: 516-528

مستخلص المنشور

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.
Keywords: green products; emotional attributes; functional attributes; product
attributes; purchase intention; innovation; learning; Malaysia.