Moderating effects of government environmental policies on green products toward consumer buying behavior


  • Muhammad Usman Saleem School of Public Affairs, University of Science and Technology of China



governmental policy, green products, buying behavior, satisfaction, intention, China


Green marketing is the concept itself embodies the notion that the product of a given company is produced using environmentally friendly process. The down side is that the consumer need to be made aware regarding these initiatives by various companies and therefore labeling is of utmost importance. However, the question does arise whether the labeling is indeed because the company follows procedure or their packaging so that consumer can buy and they also satisfy the regulatory requirement as well. This study on consumer buying behavior is unique in nature, as no other study has been conducted before that is similar in nature. Hefei is a significant and upcoming tier-one city and central people government has started taking initiatives to uplift the city in a central economic zone. The study used policy as a moderator and there seems to be a unique effect of policy as the Chinese consumers is unlike any other as Chinese consumers are always well aware about their surroundings and very cautious about their consumables, therefore this is an ideal market where to check the component of policy. the result shows that the consumer in Hefei are having a high moral ethics and that helps develop their attitude towards becoming environmentally aware consumer. The moderation effect is also evident with the significance value .001 and shows that’s the more a consumer is aware about the policy and labeling the more they want to become environmentally responsible consumer. The consumer is showing a stronger awareness and the overall conclusion desired from this study leads the conclusion that the consumer of Hefei is different from the others and exhibits an environmentally friendly attitude.


Banerjee, S. B. (1999). Corporate Environmentalism and the Greening of Strategic Marketing: Implications for marketing Theory and Practice. In Charter, M., & Polonsky, M. J. (Eds.) Greener marketing: A global perspective on greening marketing practice. Sheffield: Greenleaf Publishing Limited. pp. 16-41

Baker, W. E., & Sinkula, J. M. (2005). Market orientation and the new product paradox. Journal of Product Innovation Management, 22(6), 483-502.

Bearden, I. (2006). Marketing: principles and perspectives. Academic Internet Publishers, Inc.

BLACKWELL, R., MINIARD, P. E., & Engel, T. J. (2006): Consumer Behavior. Business and Economics, Mason, OH.

Coddington, Walter. 1993. Environmental Marketing: Positive Strategies for Reaching the Green Consumer. New York: McGraw-Hill Inc.

Carlson, L, Grove, SJ & Kangun, N 1993, ‘A content analysis of environmental advertising claims: a matrix method approach’, Journal of Advertising, Vol. 22, No. 3, pp.27-39.

Chan, R. Y. K. (2001). Determinants of Chinese Consumers’ Green Purchasing Behaviour. Psychology and Marketing, 18(4), 389-413.

D’Souza, C., Taghian, M., Lamb, P., & Peretiatko, R. (2007). Green decisions: demographics and consumer understanding of environmental labels. International Journal of Consumer Studies, 31(4), 371-376.

Davis, JJ1993, ‘Strategies for environmental advertising’, Journal of Consumer Marketing, Vol.10, No. 2, pp.19-36.

Dictionary, O. E. (2015). OED online.

Denscombe, M. (2000). Forskningshandboken: för småskaliga forskningsprojekt inom samhällsvetenskapen. Lund: Studentlitteraturen

Fuller, D., 1999. Sustainable marketing: Managerial – ecological issue. Thousand Oaks, CA, Sage.

Foxall, G.R. (1987). Consumer behaviour. In Baker, M.J. (1987). The marketing book. Heinemann Professional Publishing.

Grant, J. (2008). Green marketing. Strategic direction, 24(6), 25-27.

Ghauri, P. N., & Grønhaug, K. (2005). Research methods in business studies: A practical guide. Pearson Education.

Green washing (2009). Green washing report 2009. Available :

GlobeScan, A. SustainAbility Survey, 2014. The 2014 SustainAbility Leaders Report.

Hartmann, P., & Apaolaza Ibáñez, V. (2006). Green value added. Marketing Intelligence & Planning, 24(7), 673-680.

Henion, K. E., & Kinnear, T. C. (1976). Measuring the effect of ecological information and social class on selected product choice criteria importance ratings. Ecological Marketing, Chicago: American Marketing Association, pp145-156.

Hofstede, G. (2001). Culture’s consequences: Comparing values, behaviors, institutions, and organizations across nations (2nd ed.). Thousand Oaks, California: Sage Publications, Inc

Klonoski, R. J. (1991). Foundational considerations in the corporate social responsibility debate. Business Horizons, 34(4), 9-18.

Kangun, N., Carlson, L., & Grove, S. J. (1991). Environmental advertising claims: a preliminary investigation. Journal of public policy & marketing, 47-58.

Kotler, P., & Lee, N. (2008). Corporate social responsibility: Doing the most good for your company and your cause. John Wiley & Sons.

McCormick, John (2001). „Environmental Policy in the European Union’. The European Series. Palgrave. p. 21.

Nik Abdul Rashid NR. Awareness of eco-label in Malaysia’s green marketing initiative. Int J Bus Manage. 2009;4(8):132 – 141

Ottman, J. A. (1994). Green Marketing: Challenges and Opportuni-ties for the New Marketing Age.

Peattie, K. (1999). Trappings versus substance in the greening of marketing planning. Journal of Strategic Marketing, 7(2), 131-148.

Rushefsky, Mark E. (2002). Public Policy in the United States at the Dawn of the Twenty- first Century (3rd Ed.). New York: M.E. Sharpe, Inc. pp. 253–254. ISBN 978-0- 7656-1663-0.




How to Cite

Saleem, M. U. (2017). Moderating effects of government environmental policies on green products toward consumer buying behavior. Advances in Social Sciences Research Journal, 4(10).