The influence of green marketing on the consumer purchasing behaviour towards energy-efficient appliances in Malta

Abstract

Green marketing is a tool used in business to promote the environmental benefits of products and boost consumerism in a more eco-friendly direction. Through the use of surveys with customers and interviews with government entity employees, white good sellers, and individuals connected to the energy sector, this study sought to establish whether the surveyed Maltese consumers are aware of the marketing strategies used to promote energyefficient appliances, whether green marketing affects their purchasing behaviour, and whether the ownership of energy-efficient appliances has helped households cut down on energy utility bills. The findings showed that Maltese green consumers are mostly females aged between 18 and 40 with a high level of education; Maltese consumers are becoming more aware of green marketing strategies particularly those related to eco-labels; and price is not considered as important when purchasing energy-efficient products. Some surveyees also attributed the reductions in their energy utility bills to the use of energy-efficient appliances. Green consumerism in Malta is present, and willingness of the public and private sectors and general public to adopt a more sustainable behaviour, should lead to more energy-efficient households and buildings in the country.