The predilection for Green Marketing Practices in Preserving Socio-Cultural Sustainability

Abstract

Recently, environmental preservation has been highlighted in many life perspectives, including preserving socio-cultural sustainability. The environmental concerns lead to the development of the Sustainable Development Goals (SDGs) agenda worldwide and are always related to green practices. In order to preserve socio-cultural sustainability, many organisations are introducing green marketing in their business practices by transforming products into environmental friendly and incorporating features that cause less impact on the environmental issues. Green marketing practices are also indispensable in increasing impulse of customers in buying products or services. However, there is a lack of prior research studying the predilection of green marketing practices in preserving socio-cultural sustainability in the Malaysian context. This study anticipates to examine the impact of predilection for green marketing practices on consumer perspectives regarding their environmental advertisements, environmental knowledge and environmental concerns in preserving socio-cultural sustainability. The data of 385 Malaysian respondents were gathered using a convenience sampling technique. The data was firstly analysed through descriptive, reliability, validity, and normality analysis via IBM SPSS Statistics software. All formulated hypotheses were analysed via the multiple linear regression analysis, which confirmed that green marketing approaches in terms of environmental advertisements, environmental knowledge, and environmental concerns directly influenced consumer purchase decisions in preserving socio-cultural sustainability in Malaysia. These findings display that the consumers incline to be influenced by green marketing practices and motivated when they were alert of environmental matters. This research area was pivotal to the government and policymakers in developing green marketing strategies for preserving socio-cultural sustainability and supporting the SDGs agenda.