The Impact of Green Marketing Strategies on Consumer Purchase Intentions Toward Eco-Friendly Products in Southeast Asia

Abstract

This study explores the impact of green marketing strategies—eco-labeling, green advertising, and sustainable packaging—on consumer purchase intentions toward eco-friendly products in Southeast Asia. Grounded in the Theory of Planned Behavior (TPB), the research examines how customer trust and attitude influence the relationship between marketing stimuli and behavioral intention. Utilizing a mixed-methods approach, qualitative interviews across Thailand, Malaysia, Vietnam, and Myanmar revealed that eco-labeling enhances trust, green advertising builds emotional engagement, and sustainable packaging serves as tangible proof of environmental responsibility. Quantitative analysis using survey data from 302 respondents confirmed all proposed hypotheses, with eco-labeling having the most substantial influence on trust, and trust emerging as the strongest predictor of purchase intention. The study contributes to the theoretical enrichment of TPB and offers practical insights for marketers targeting environmentally conscious consumers in emerging markets. Findings emphasize the need for credible and transparent green marketing initiatives to foster sustainable consumer behavior.