Investigation of green marketing tools’ effect on
consumers’ purchase behavior
Elham Rahbar, Nabsiah Abdul Wahid
Intro: One marketing aspect that has gained greater momentum in recent years is that of
“green marketing.” This has not only led to a change in consumer behavior towards
various products but also to a change in attitude on part of the companies striving for ways
to satisfy consumer needs that in turn, contributing to the green revolution. Green
marketing refers to organizational strategies towards eco-friendly, recyclable or simply,
“green” traits.
Methodology: The emphasis of the study is to find a relationship between actual purchase
decisions and green marketing tools. It proposes three techniques: eco label, eco-brand and
environmental advertisements as tools to create awareness and hence, guiding consumer
purchase decisions towards environmentally-friendly products.
Findings: The research exhibited a positive correlation between customer awareness of
green products and their affinity towards them. It also supported the belief that such
purchase behavior help build a sustainable relationship through mutual trust amongst the
manufacturer and the customer. This is virtually evident in the cases of Himalaya that has
become a renowned “green” brand world-over.
Since it based its research on each tool individually, it figured out that environmental
advertisements had the least effect on purchase decisions as compared to other tools. The
research attributed the failure mainly to the consumer unwillingness to mould their