Green Marketing Mix Effect On Green Purchase Behaviour In Malaysia
Abstract
In response to escalating environmental challenges such as climate change, pollution, and resource depletion, businesses are increasingly adopting green marketing strategies to balance profitability with sustainability. Despite the growing emphasis on green marketing, research integrating the green marketing mix with Environmental, Social, and Governance (ESG) principles remains limited, particularly in Malaysia. This study investigates the impact of the green marketing mix product, price, place, and promotion on green purchase behaviour among urban consumers in Kuala Lumpur. Using a quantitative approach with 200 respondents, the findings reveal that the green marketing mix explains 66.5% of the variance in green purchase behaviour. Green place, promotion, and price significantly influence consumer behaviour, while green product demonstrates a positive but insignificant effect. These results suggest that accessibility, affordability, and transparent communication are stronger drivers of consumer purchasing behaviour than eco-friendly product attributes alone. The significance of this study lies in its contribution to the limited Malaysian context literature, providing insights for marketers and policymakers seeking to promote sustainable consumption through holistic strategies that align with ESG frameworks. However, limitations such as the urban-only sample and reliance on quantitative methods restrict generalisability. Future research should expand to include rural consumers, adopt mixed-method approaches to capture deeper consumer motivations, and explore the integration of ESG dimensions with green marketing practices.
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Publication Date
01 September 2026
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European Publisher
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Edition Number
1st Edition
Pages
1-1
Subjects
Accounting and Finance, Business and Management, Communication, Law and Governance
Cite this article as:
Ashar, S. M., & Khairul Izan, N. A. (2026). Green Marketing Mix Effect On Green Purchase Behaviour In Malaysia. In Y. Naoyuki, A. Peng Hwa, & J. Matthes (Eds.), GLY-Upcoming Volume: Innovating Together: The Convergence of Management, Communication, and The Digital Transformation, vol -. European Proceedings of Social and Behavioural Sciences (pp. 1-1). European Publisher. https://doi.org/10.15405/epsbs.2026.09.24