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Online Purchasing Behavior of Green Products
Jegatheesan RAJADURAI,Vathana BATHMANATHAN,Nurnazurah AZAMI 한국유통과학회 2021 The Journal of Asian Finance, Economics and Busine Vol.8 No.6
Generation Y (Gen Y) consumers are challenging the traditional buyer-seller relationship. Sellers must adapt their approach to marketing in order to win the attention, business and loyalty of Gen Y buyers. Hence, this study aimed to examine Gen Y’s green purchasing decisions relating to online products in Malaysia. The study adopted a qualitative and quantitative approach. Items from past studies were adapted and shared with a focus group to ensure they were in line with the current trends and purchasing behavior of the Gen Y population. The items were then validated by two experts from industry and academia. A total of 113 Gen Y consumers completed the questionnaire. The data collected was analyzed using PLS-SEM software. The results of this study show that societal influence, willingness to pay higher prices for green products and government initiatives have a positive and significant effect on Gen Y online green purchasing decisions. This study supports global initiatives to create a green society by providing strong evidence of the variables that influence the Gen Y cohort’s decision to purchase green products in Malaysia and, therefore, serves as a valuable insight for producers and the government endeavoring to develop a greener society.
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Investigating Green Marketing Orientation Practices among Green Small and Medium Enterprises
Jegatheesan RAJADURAI,Abdul Rahman ZAHARI,Elinda ESA,Vathana BATHMANATHAN,Nur Afiqah Mohammad ISHAK 한국유통과학회 2021 The Journal of Asian Finance, Economics and Busine Vol.8 No.1
This study aims to establish the relationship between the Green Marketing Orientation (GMO) variables and the performance of Green Small and Medium Enterprises (GSMEs) across the building and energy sectors in Malaysia, using customer satisfaction as a means of performance measurement. The GMO variables examined include Greening the Process (GTP), Green Supply Chain Management (GSCM), Green Strategic Policy Initiatives (GSPI), Proactive Energy Conservation (PEC) and Green Promotion (GP). The items used to measure these variables were extracted from literature and adapted to the context of the variables based on feedback from Focus Group Discussions and Expert Opinion sessions. This study employs a survey sample of 300 respondents but only 238 completed questionnaires were returned. The results reveal that GTP, GSCM and PEC have a positive impact on Customer Satisfaction but not GSPI and GP. The findings suggest that owners or managers of GSMEs should focus on maintaining and improving GTP, GSCM and PEC in order to create greater satisfaction among their customers. The significance of this study is that it enables the creation of a framework that enables GSMEs to design a pathway towards achieving a cleaner production of goods and services in line with United Nations Sustainable Development Goals.
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