Investigation of green marketing tools' effect on consumers' purchase behavior

Purpose The purpose of this research is to determine the effect of green marketing tools on consumer's actual purchase behavior in case of Penang (Malaysia). Design/methodology/approach A survey was carried out on 250 Chinese, Malay, Indian and other races that represent the Penang population. Factor analysis, Cronbach alpha and multiple regression were used to identify factors impact on Penang consumers actual purchase behavior. Findings The result revealed that customer's trust in eco‐label and eco‐brand and their perception of eco‐brand show positive and significant impact on their actual purchase behavior. Practical implications The paper provides practical information for green marketers and producers of…