The Influence of Green Marketing on Consumer Purchasing Behaviour among Millennials Group in Klang Valley, Malaysia

Abstract

This study investigates the impact of green marketing on the purchasing behavior of millennials in the Klang Valley region of Malaysia, considering the growing acceptance of green marketing in developing nations. A quantitative methodology is employed, using a survey as the research instrument. The survey includes sociodemographic questions and inquiries about consumers' environmental beliefs in relation to green marketing tactics. These tactics aim to encourage customers to purchase environmentally friendly products and influence their overall environmental purchasing behavior. The collected data is analyzed using reliability tests, normality tests, descriptive analysis, regression analysis, and correlation analysis in SPSS. The results reveal significant findings, demonstrating that eco-labeling intensity, the importance of green branding and packaging, the effectiveness of green advertising, and the significance of green pricing have a significantly positive impact on consumer behavior, leading to the purchase of green products. However, certain factors such as gender, ethnicity, income, and education show a negative association with specific components of environmental beliefs. Moreover, correlations are identified between ecolabeling, green branding and packaging, green advertising, green pricing, and consumer environmental behavior. These findings provide a solid foundation for organizations to develop more effective green marketing strategies and make informed decisions at the organizational level. The study also offers valuable insights for policymakers aiming to promote sustainable consumption patterns and encourages companies to adopt environmentally friendly practices.