Title: The effectiveness of green product positioning and marketing strategies towards purchase intention in Malaysia

Authors: Muslim Amin; Sathiswaran Uthamaputhran; Faizan Ali

Addresses: Management Department, College of Business Administration, King Saud University, P.O. Box. 7115, Riyadh 11587, Kingdom of Saudi Arabia ' Faculty of Entrepreneurship and Business, Universiti Malaysia Kelantan, Kota Bharu, Kelantan Darul Naim, Malaysia ' International Business School, Universiti Teknologi Malaysia, International Campus, Jalan Semarak, Kuala Lumpur, Malaysia

Abstract: This study aims to investigate the effect of green positioning strategies towards product attitudes and customer's intentions to purchase. Data was collected from 500 customers of Giant and Econ save supermarket by distributing the questionnaires. Results of this study show that emotional benefits and functional attributes have significant relationship with product attributes and product attributes has significant relationship with purchase intentions. Findings from this study suggested that functional attributes and emotional benefits have become an important aspect in green product positioning to convince the customers to buy the green products.

Keywords: green products; emotional attributes; functional attributes; product attributes; purchase intentions; green product positioning; marketing strategies; Malaysia.

DOI: 10.1504/IJIL.2015.069634

International Journal of Innovation and Learning, 2015 Vol.17 No.4, pp.516 - 528

Published online: 29 May 2015 *

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