Impacts of green marketing mix on consumer purchasing behaviour and the moderation of consumer adaptive-innovative characteristics

Mukhzamir , Mahathir (2024) Impacts of green marketing mix on consumer purchasing behaviour and the moderation of consumer adaptive-innovative characteristics. Master dissertation/thesis, UTAR.

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Abstract

Environmental concern is at the forefront of social, political, and academic conversation. However, the exponential increase in awareness on the topic is not reflected in the purchasing of environmentally friendly products over the conventional alternative. This study investigates the relationship between the green marketing mix, i.e. Green Product, Green Price, Green Promotion, and Green Place, and consumer purchasing behaviour as well as evaluates the moderating effects of consumer adaptive-innovative characteristics on said dynamic. The study used a quantitative research design including a structured questionnaire with 136 respondents and quota sampling in the Greater Kuala Lumpur and Klang Valley region. Multiple linear regression was utilized to analyse the green marketing mix and consumer purchasing behaviour relationship whereas hierarchical multiple regression was utilized to analyse the moderating effects of consumer adaptive�innovative characteristics. Besides Green Product, the analysis showed a significant positive relationship between the green marketing mix and consumer purchasing behaviour. Green Promotion had the largest impact on consumer purchasing behaviour, followed by Green Price and Green Place. The analysis further showed that consumer adaptive-innovative characteristics had no moderating effects on the green marketing mix-consumer purchasing behaviour dynamic. This study challenges the notion that there is a correlation between environmentally friendly product purchasing behaviour and innovativeness.

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