Eco Labeling Case Study

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1.1 Background of Study
Worldwide environmental issues has becoming an issues to the public and this had caused the increased of awareness and concern towards ecology. Various global ecological issues are threatening the environmental sustainability, among them are global warming, urban air pollution, and loss of biodiversity. McLamb (2011) proposed that main reason that constitute to these environmental damages are industrial production processes. Component of chemicals and biological compounds released during industrial process can harm and damage the nature.
This has caused today’s consumers started to aware that their purchasing behavior actually can contribute to the future of environment. Sensitivity of consumers towards these issues
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An eco-label deliver a message to consumer that the product are having a certain benefits in terms of ecology, for example, paper product that are recyclable or with toxic-free cleaning agents. All the home appliances in Malaysia that passed the standard of SIRIM (Standards and Industrial Research Institute of Malaysia) are certified with SIRIM Eco-Label and these home appliances are positioned as an environmentally friendly product. As the current market are getting increasingly environmentally-conscious, this SIRIM Eco-Labelling mark constructed a product and market advantages over similar product who doesn’t have an…show more content…
gender, age, income and education level) have an influence to the predicting factors and might lead to a different result. Lee (2009) showed that female consumer appears to be more conscious to eco-environment. However, a study by Chen and Chai (2010) founds that there are no significant differences of green purchase intention between male and female. But, study of Chen and Chai (2010) was limited by only undergraduate students, the situation would be different when it applies to adult. Moreover, study by Teng at al. (2012) shows that only education level and income are the only demographic factors that shows positive sign and significant with consumers’ intention to purchase green food.
Therefore, understanding of consumers’ demographic profile cannot be excluded to develop an even more overall marketing strategy. Result obtained from this research study surely benefits organization to identify the profile of customers. This enables organization to strengthen their customer database. The more information you have about your customers, the easier it is to identify the best chance and opportunities to sell your product. Wider databases of customers allow segmentation of customers into different groups, and tailor the most suitable needs the targeted
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