Keywords: green marketing, eco–products, eco–labels, ecology, Malaysia, marketing feasibility, consumer needs, product quality, affordable prices, accessible services, green products, customer behaviour, purchase behaviour, consumers, customers, Kuala Lumpur, environment, interdisciplinary approaches
Marketing feasibility of Malaysian eco–products
Green marketing as a term refers to the systematic process of planning, developing and promoting goods and services that meet the needs of consumers for quality, output, affordable prices, accessible service, without harming the environment. According to the literature, green marketing is neither merely a green way of marketing, nor just the marketing of green products. Green has to be both, i.e., referring to the method of marketing as well as the marketing of the product itself. The current study investigates the impact and relationship between green marketing tools and customer's actual purchase behaviour, and whether Malaysian consumers are aware of eco–label initiatives.