GREEN PRODUCTS PURCHASES

Abstract

This study aims to investigate the effects of environmental advertisement, consumers' perception ofeco-label and impact ofeco-brandon their actual purchase behaviourofgreenproduct. The sample in this study consisted of 200 individual customers who had experience in purchasing the green products for the past one year in the Federal Territory ofLabuan, Malaysia. Primary data was collected through the self-administered questionnaires distributed using convenience sampling method. The structural equation modeling (SEM, a multivariate technique, via Analysis ofMoment Structure (AMOS) computer software version 20.0 was utilised to empirically test and estimate the hypothesised relationships between constructs. Results revealed that consumers' perception of ecolabel was the strongest determinant oftheir actual purchase behavior of green product. Moreover, consumers' perception of eco-brand has a significant influence on their actual purchase behavior ofgreen product. This study provides a number of practical implications for marketers in boosting consumers' actual purchase behaviour of green product towards its sustainability.