Ethno-Cultural Differences and Consumer Understanding of Eco-Labels: An Empirical Study in Malaysia

Elham Rahbar, Nabsiah Abdul Wahid


Firms have been using eco-label as a tool to inform consumers of the environmental characteristics of their products. The essential issue for marketers in international markets particularly in countries with multi-ethic populations such as Malaysia is to identify different ethnic group and their responses (i.e. behavior) to their products. The purpose of this article is to examine whether different ethnic groups display different perception on eco-label. eed a linking statement before this sentence.value compared to Indian, Chinese and other ethnic group (3.17, 2.71, anag Results indicate that Malay, Chinese and Indian, the three major ethnic groups in Malaysia differ in their recognition of the eco-label.

The finding implies that marketing managers should consider ethno-cultural differences when marketing and promoting their eco-labeled products in the market to achieve competitive advantage.

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Journal of Sustainable Development   ISSN 1913-9063 (Print)   ISSN 1913-9071 (Online) Email:

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