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Purpose The purpose of this research is to determine the effect of green marketing tools on consumer's actual purchase behavior in case of Penang (Malaysia). Design/methodology/approach A survey was carried out on 250 Chinese, Malay, Indian and other races that represent the Penang population. Factor analysis, Cronbach alpha and multiple regression were used to identify factors impact on Penang consumers actual purchase behavior. Findings The result revealed that customer's trust in eco‐label and eco‐brand and their perception of eco‐brand show positive and significant impact on their actual purchase behavior. Practical implications The paper provides practical information for green marketers and producers of green products in Malaysia. Originality/value This paper offer helpful guideline for government to formulate the green policies such as providing promotional incentives to green products manufacturers and encouraging public to buy products with eco‐label.
Rahbar et al. (Sat,) studied this question.