Correlations Between Awareness of Green Marketing, Corporate Social Responsibility, Product Image, Corporate Reputation, and Consumer Purchase Intention

Correlations Between Awareness of Green Marketing, Corporate Social Responsibility, Product Image, Corporate Reputation, and Consumer Purchase Intention

Norazah Mohd Suki (Universiti Malaysia Sabah, Malaysia) and Norbayah Mohd Suki (Universiti Malaysia Sabah, Malaysia)
DOI: 10.4018/978-1-5225-2331-4.ch010
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Abstract

This research aims to assess the correlations between awareness of green marketing, corporate social responsibility (CSR), product image, corporate reputation and consumer purchase intentions toward green products. A self-administered questionnaire was utilized for data collection among a set of 250 respondents located at the Federal Territory of Labuan, Malaysia, who had purchased green products over the last six months. Pearson correlation values revealed that awareness of green marketing, corporate social responsibility, product image, and corporate reputation are significantly associated with consumer purchase intentions of green products. Indeed, CSR has the strongest linkage with significant positive correlation coefficients for consumer purchase intentions of green products, followed by product image and awareness of green marketing, respectively. Furthermore, consumer purchase intentions of green products are minimally associated with corporate reputation. Directions for further work are also presented.
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Literature Review

This section reviews the literature on green marketing, CSR, product image, corporate reputation and consumer purchase intentions of green products.

Green Marketing

Green marketing is related to a firm’s concern about the environment by transporting environmentally sound goods or service for consumers’ satisfaction (Polonsky, 2011; Pujari & Wright, 1996; Soonthonsmai, 2007; Stephen & David, 1993). Green marketing contributes to the development of consumer awareness toward environmental issues, and in turn consumers switching over to green product consumption and “green lifestyles”. Earlier studies on green marketing by Norazah (2015), Norazah, Norbayah, and Nur Shahirah (2016), and Pino, Amatulli, De Angelis, and Peluso (2016), noted that when consumers have high awareness of the green marketing activities by a particular company, including CSR, it influences their positive attitude toward that company, and in turn initiates a more constructive image for the company. In light of these statements, it is posited that:

  • H1: Awareness of green marketing is significantly associated with consumer purchase intentions of green products.

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