Abstract
Firms have been using eco-label as a tool to inform consumers of the environmental characteristics of their products. The essential issue for marketers in international markets particularly in countries with multi-ethic populations such as Malaysia is to identify different ethnic group and their responses (i.e. behavior) to their products. The purpose of this article is to examine whether different ethnic groups display different perception on eco-label. eed a linking statement before this sentence.value compared to Indian, Chinese and other ethnic group (3.17, 2.71, anag Results indicate that Malay, Chinese and Indian, the three major ethnic groups in Malaysia differ in their recognition of the eco-label.The finding implies that marketing managers should consider ethno-cultural differences when marketing and promoting their eco-labeled products in the market to achieve competitive advantage.
Highlights
IntroductionWith the emergence of environmental marketing, focus was laid on the study of the marketing tools (e.g. eco-label and eco-brand) that may link the environmental products to consumers in the marketplace
With the emergence of environmental marketing, focus was laid on the study of the marketing tools that may link the environmental products to consumers in the marketplace
As the objective of the present study is to examine whether the different Malaysian ethnic groups differ on their perception of the eco-labeling scheme, a discussion of how different ethic groups with different cultures may shape Malaysian consumers’ views on the natural environment is considered essential
Summary
With the emergence of environmental marketing, focus was laid on the study of the marketing tools (e.g. eco-label and eco-brand) that may link the environmental products to consumers in the marketplace. As the market is heterogeneous in nature, there is a need to segment the huge market into smaller and manageable markets. The main segmentation tools that have been carried out include consumer’s demographics such as age, income, gender and ethnicity. The Asian region is diverse in terms of ethnic groups with different perceptions and behaviors and own distinct cultures. Keegan and Green (2000) noted that without adequate market information in Asian countries, global environmental marketers will fail in their effort to access competitive advantage and their marketing strategies. As part of the Asian countries boasts three main ethnic groups i.e. Malay, Chinese and Indian; there is a need to find out whether ethnic influences exist. The objective of this study is to determine the level of consumers’ perception of eco-label and investigate whether this perception is different between various ethnic groups in Malaysia
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