Abstract
This study aimed to identify the relationships between green brand dimension (green brand awareness, green brand image, and green brand trust), green perceived value and customer’s intention to use green products. Data was collected through structured survey questionnaire from 384 customers of three hypermarkets in Kuala-Lumpur. Data was analyzed based on multiple regression analysis. The results indicate that there are significant relationships between green brand awareness, green brand trust, green perceived value, and customer’s intention to use green products. However, green brand image was not found to have significant relationship with customer’s intention to use green products. The discussion presented suggestions for marketers and researchers interested in green branding.
Highlights
Society has become very aware of the catastrophic ecological greenhouse gasses resulting in global warming attributed partly to industrial manufacturing activities (Chen, 2011)
This study is an explanatory research employing the quantitative research method to accomplish the objective of the study which is to identify the relationship between green brand awareness, green brand trust, green brand image, perceived value and customers’ intention to use green products
According to the results of factor analysis, the measurement items for the defined constructs are related to that factor and presented in Table 2(Factor1= Green brand Awareness, Factor 2= Green brand image, Factor 3= Green brand trust, Factor 4= Green perceived value, Factor 5= Intention to use green products)
Summary
Society has become very aware of the catastrophic ecological greenhouse gasses resulting in global warming attributed partly to industrial manufacturing activities (Chen, 2011). Companies consider more in green marketing in the majority of the industries (Chen, 2010). Not all companies have sufficient abilities to undertake green marketing strategies. If companies want to take on green marketing initiatives, they have to apply the model of green marketing into all aspects of marketing activities routine (Ottman, 1992). Because the society is more ready to buy eco-friendly products with enough dependable information, corporations have to provide trustworthy information for their customers in order to develop their green brand and enhance green knowledge (Peattie, 1992). It is difficult for marketers to persuade their clients to buy their products without providing sufficient information to their consumers. Corporations must show more information about the green performance of their products to get their customers’ trust
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