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...

Consumers have started to realise that their purchasing behaviour can cause a huge impact to the environment as there is a worldwide concern on environmental degradation issues such as global warming and pollution. 'Green' is now in the mainstream of modern businesses. Therefore, being socially...