Although findings from this study revealed that Malaysian students were ecologically knowledgeable and informed, it is not correlated to purchase intention or actual purchase. It showed that merely educating consumers about ecological facts are not successful in influencing actual behavior. Many educational campaigns may simply lead to an amassing of information and knowledge but it does not enhance eco-friendly conduct. In view of this findings, marketers may need to adapt their marketing communications and strategies to better promote their green products over non-green products.
Although this study has confirmed high ecological concern among Malaysian students and its positive correlation between green purchase intention and actual green purchase, nonetheless, there must still be persistent efforts to create or stir consumer’s emotions to care more about the environment. It is important for people to want better changes for the earth because an ecological concern will further drive a consumer’s intention to engage with green purchase. Understanding that, marketers can relay the company’s concern about the environment through promotional materials so that customers will have a relatable feeling with that particular brand.
By driving more heart-warming green campaigns, the organizations would be able to push the right button to make more Malaysians feel emotional for the environment, and as a result they will decide to commit and make changes to their consumption patterns. Such action in return will help Malaysians to be a part of the world’s commitment to saving Earth.
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While marketers are making attempts to promote green markets to developed nations (Azzone & Beretele, 1994; Gallarotti, 1995), marketers should not ignore the developing regions of the world such as Malysia which is a vital and integral market to consider because findings from this study certainly provide marketers with a clearer scenario in regards to Malaysian university students’ high level of environmental concern.
Furthermore, due to the positive correlation results between man-nature orientation with purchase intention and actual purchase, this finding provides further insight on the importance of this traditional cultural value in shaping Malaysian students’ eco-friendly behavior. Marketers should keep in mind that Malaysia’s green consumers are highly influenced by this cultural value and would likely support business operations that share the same pro-environmental value. Marketers could use this finding to their advantage by promoting a company image that reinforces the idea that humans need to live in harmony with nature, and thus business exchanges and trade should be done accordingly in the way of nature too.
This study highlights the significance of a products’ price. Taking into consideration the rapid growth of green products around the world, marketing managers must identify the best green marketing strategy in meeting the consumers’ needs and wants; which this study reported that Malaysian students’ purchase decision was highly dependable on product’s price. Although respondents reported to be highly price sensitive, they engaged in higher actual purchase than those that displayed lower level of price sensitivity. Nonetheless, marketers should be careful in justifying pricing difference between non-green and green products.
If the product information in regards to the material differences between non-green and green products is clearly explained and the green products are reasonably priced, it would increase consumer confidence and would not deter green purchasing. After all, respondents
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expressed that price plays an important role in their purchase decision, and they tend to evaluate if the price they are paying is fair, right or deserved for the products. Government subsidies on green products are also one of the ways to reduce products’ cost and making products more affordable and appealing to the highly price sensitive consumers.
Additionally, pricing promotion activities can be conducted randomly to grab consumers’ attention, because findings showed that consumers that are price sensitive like to buy low-cost or discounted items. More precisely, marketers can apply tactics such as membership or loyalty programs, by offering lower prices to frequent customers and accumulative rebates benefits to encourage higher green purchase.
Marketers should also look out for possible green market openings in Malaysia because results showed that Malaysian students were relatively engaged with actual green purchase and such active participation in green products will invite international marketers to the emerging green markets of Malaysia.
In Miller and Szekely (1995) findings, it is perceived that to fulfill and satisfy consumers’ environmental needs, it is a continuous process for marketers to learn about green consumption. Additionally, it is pivotal for companies to stay competitive in the business.
Gurau and Ranchhod (2005) uncovered that the major hindrances faced by international green marketers in growing their green products to different countries have always been the shortage of market data accessible for them. Global marketers will fail to segment and create effective marketing strategies if the data is not adequate.
Nonetheless, this will not be the case because the results of this study will enhance both international and local retailers new understanding of the Malaysian students’ segment of consumers’ pattern in purchasing green product. These findings will add to the limited studies conducted within Malaysia context. However, marketers ought to remember that there is no
52
universal green marketing strategy, the findings of this study merely serve as a guideline and suggestions.
The most significant advantage of green consumption study is world salvation. By understanding green practices better, humankind will partake in saving the health of the environment and of themselves for the present and future generations to come (Rajeshkumar, 2012). Lastly, these findings are pivotal because the earth’s resources are gradually depleting and earth is getting more polluted. The findings of this study provide fundamental implications for academicians, marketers, and policy-makers who are keen in promoting widespread adoption of green products. Finally, this present study provides empirical evidence for its influence on customers’ intentions to purchase green products in an emerging economy of Malaysia.
To conclude, green purchase intention and behavior has always been complicated issue because there are numerous points of view from which this concept can be broken down (Fraj
& Martinez, 2006). Accordingly, results ought to be translated with cautiousness and taken as a foundation for more intensive follow-up research.
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