Green marketing mix factors which influence gen Y green purchase decision in Malaysia:

• Main Author: Vathana Bathmanathan
• Format: text::Thesis
• Language: English
• Published: 2023
• Subjects: Green marketing

Changes in consumer green purchasing decision making and global goals for sustainable development are shaping the future of purchasing behaviour in relation to sustainable consumption. However, recent studies focused on green purchasing intentions which do not ensure a green purchasing decision (GPD). As a consequence, the current purchasing behaviour in Malaysia is still at a worrying level and has led to the problem of insufficient green purchasing in Malaysia. Studies have highlighted the necessity for organisations to incorporate strategies to build consumer trust and thereby ensure an affirmative action in the form of a green purchasing decision rather than just a green purchasing intention. In addressing this weakness, this study aimed to investigate the factors that influence the Gen Y green purchasing decision in Malaysia by extending the Theory of Planned Behaviour (TPB) using a green marketing mix (GMM) strategy. The study also aimed to incorporate a new strategy by introducing green corporate image (GCI) as a variable to identify if it mediates the relationship between TPB (Attitude, Subjective Norm, and Perceived Behavioural Control), GMM (Green Product, Green Price, Green Promotion and Green Place) and GPD. Finally, this study aimed to identify a GMM and GCI measurement scale that is relevant to current Gen Y consumers and business trends in Malaysia. The study was conducted in two phases. Firstly, the researcher extracted the current theme in GMM, GCI and GPD from past literature and conducted focus group discussions (FGD) to verify the item measurements to confirm they were relevant to the current research context. The researcher conducted the FGD by interviewing 5 focus groups. The items were shortlisted based on their relevance and were consequently validated by experts from relevant industrial and academic fields. A pilot study involving111 samples was conducted to ensure the instrument was valid and reliable and free from biasness. The second stage involved the actual data collection. The final questionnaire was distributed to 554 Gen Y green consumers in Malaysia. The initial data was analyzed using IBM SPSS Statistical software version 25.0 and the final analysis adopted the Structural Equation Model (SEM) using the SMART PLS 3.0 statistical tool. The result of the direct relationship indicated that only Attitude, Green Product and GCI significantly influenced Gen Y GPD in Malaysia. The results also indicated that GCI mediated the relationship between Subjective Norm, Green Product, Green Price, Green Place and Gen Y GPD in Malaysia. This study introduced eight new items that were found relevant to the study. The findings are very useful for marketers and manufacturers to understand and redefine their green marketing mix strategies to meet global sustainability goals. The specific points discussed in the discussion section are also useful for organisations to implement strategies to induce green consumers to make green purchases. Furthermore, this study will impact Goal 12 of the Sustainable Development Goal (SDG) to focus on responsible consumption and production. This study is also highly relevant to the Malaysian sustainability goal as stated in the 6th Thrust of the 11th Malaysia Plan which aims to pursue green growth for sustainability and resilience by adopting sustainable consumption and production concepts to create green markets in Malaysia.