Journal of Sustainability Science and Management

This study aims to investigate the effects of environmental advertisement, consumers’ perception of eco-label and impact of eco-brand on their actual purchase behaviour of green product. The sample in this study consisted of 200 individual customers who had experience in purchasing the green products for the past one year in the Federal Territory of Labuan, Malaysia. Primary data was collected through the self-administered questionnaires distributed using convenience sampling method. The structural equation modeling (SEM, a multivariate technique, via Analysis of Moment Structure (AMOS) computer software version 20.0 was utilised to empirically test and estimate the hypothesised relationships between constructs. Results revealed that consumers’ perception of eco- label was the strongest determinant of their actual purchase behavior of green product. Moreover, consumers’ perception of eco-brand has a significant influence on their actual purchase behavior of green product. This study provides a number of practical implications for marketers in boosting consumers’ actual purchase behaviour of green product towards its sustainability.