Green Marketing Strategies and CSR: Are They Relevant to Consumer Willingness to Purchase Green Products?

Abstract

The purpose of the study is to conceptualize the model of the predictors of consumer willingness to purchase green products. This study used the underpinning theories related to consumer willingness by integrating the green concept in deriving the consumer willingness to purchase green products. Based on the underpinning theories of marketing strategies, it was found that marketing mix was still fundamental in business. Therefore, green marketing mix was proposed to describe the consumer's green purchase willingness. Furthermore, corporate social responsibility (CSR) plays an important role as the key to organizational strategy. Thus, CSR is also included in the proposed framework. As this is a conceptual paper, further empirical study needs to carry out to verify the proposed hypotheses. This study contributes to the market practitioners or entrepreneurs in terms of re-considering marketing mix and CSR in deriving customer willingness to purchase green products. This study extends the literature of behavioural intention by integrating green marketing strategies with CSR in determining consumer willingness to purchase.

Citation

Ravichandran, J., Leong, C.-M., Lim, T.-Y., Lim, E. and Chaw, L.-Y. (2023), "Green Marketing Strategies and CSR: Are They Relevant to Consumer Willingness to Purchase Green Products?", Raza, S.A., Tunio, M.N., Ali, M. and Puah, C.H. (Ed.) Entrepreneurship and Green Finance Practices, Emerald Publishing Limited, Leeds, pp. 219-238. https://doi.org/10.1108/978-1-80455-678-820231012