Protection of environment is increasingly becoming a major concern not only for governments but also consumers. Today, informed consumers are very discerning about spending their money on brands/manufacturers that are perceived as environment friendly. Objective of this study is to explore the effectiveness of incorporating green credentials of brands/manufactures into advertisements. The study explored the motivation and willingness of Malaysian youths to patronize brands/manufacturers who advertise their green credentials. A total of 550 questionnaires were distributed and of which 384 samples examined from the targeted group youths from 18 years to 29 years old. Analysis of the results showed that out of five predictors that were tested, three namely information provision policy, sources of informal environmental education and intrinsic motivation clearly showed significant positive relationship on the willingness of Malaysian youth to patronize manufacturers who advertise with green marketing credential. Environmental concern and financial incentives did not show any significant relationship. Research showed that Malaysian youth as having a positive response towards eco-label brands/products.
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