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The impact of green marketing tools on green product purchase behavior: the moderation effect of consumer demographics

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dc.contributor.author Sewwandi, J.P.N
dc.contributor.author Dinesha, P.K.C
dc.date.accessioned 2022-02-25T09:35:22Z
dc.date.available 2022-02-25T09:35:22Z
dc.date.issued 2022
dc.identifier.citation Sewwandi, J.P.N., Dinesha, P.K.C.(2022).The impact of green marketing tools on green product purchase behavior: the moderation effect of consumer demographics, Asian Journal of Marketing Management (AJMM) 2022, Vol (01), Issue (01), 89-114 en_US
dc.identifier.uri http://dr.lib.sjp.ac.lk/handle/123456789/10361
dc.description.abstract Purpose: The green concept has become a major concern of the modern world when consumers buy a product. Sri Lankan consumers also change their purchasing behavior toward green purchases. Even though environmental actives influence humans and firms’ behavior very significantly, very limited academic disciplines have integrated the selected phenomenon into their literature especially true of marketing. Thus, this study focuses on whether Environmental Advertisements, Perception of Eco-labels, and Perception of Eco Brands impact on green purchasing behaviour. Design/methodology/approach: The present study empirically tests the theoretical model in social-ecological paradigm association with green advertising tools and green purchase behavior. A survey of 150 consumers who used electronic home appliances is conducted as a self-administrated questionnaire. Findings: According to the findings, green marketing tools positively impact Green Purchasing Behavior in the electronics home appliances market. Further, the moderation effects make sure consumer demographics such as gender and education level have significant effects on the green behavior of the electronic home appliances market, but the different marketing tools are different. Originality: This study provides penetrations into studying the impact of green marketing tools on consumer purchasing behaviour with consumer demographics and motivation to purchase green electronic home appliances. Implications: This study provides insights to marketers to use Environmental Advertisement, Eco-Labeling system, and Eco Brand System to motivate the customers to buy the green products. The green marketers can establish a uniform Eco-Label system with the support of the government. Further, the marketers can enhance customer awareness regarding the standardized Eco Label using the Environmental Advertisement. en_US
dc.language.iso en en_US
dc.publisher Department of Marketing Management, Faculty of Management Studies and Commerce, University of Sri Jayewardenepura en_US
dc.subject Eco-Brand, Eco-Label, Environmental-Advertisement, Green Marketing Tools, Green Purchasing Behaviour en_US
dc.title The impact of green marketing tools on green product purchase behavior: the moderation effect of consumer demographics en_US
dc.type Article en_US
dc.identifier.doi https://doi.org/10.31357/ajmm.v1i01.5469 en_US


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