Green Marketing At Melaka : The Consumer Buying Behaviour Towards Green Product

Siti Nurfarah Azreen , Mohd Azman (2013) Green Marketing At Melaka : The Consumer Buying Behaviour Towards Green Product. Project Report. UTeM, Melaka. (Submitted)

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Abstract

Nowadays, we can see the current issue that being talked about is the issue on going green. Many people or organization are start to realize on the important of green such as one of the state in Malaysia namely, Melaka which is currently take the initiative to become one of the green technology cities and there are lots of campaign been made in order to inform the consumer about the green and also the important of green. Thus, it is important to understand on the consumer buying decision towards the green product especially in Melaka which is the level of their awareness can be considered as low compared to another country. This research is being conducted in order to investigate the relationship of the green marketing with the purchasing behavior of the consumers for the green product as well as identify some types of green marketing that available around the Melaka region and also giving some useful ideas that could make the green marketing become more interesting to catch the consumer attention. In addition, this research also being conducted to investigate on the consumer buying decision towards the green product with no restriction on the specific types of green product. The terms like green advertising may be appeared in this research proposal which is actually refer to green marketing as it is bring the same meaning. From this research, the relationship between the consumers buying decision on green product is closely related to the green marketing that being used which is actually influence the consumers decision itself. The results could be obtained through the descriptive research. This research concludes that there is relationship between the green marketing towards the customer buying behavior based on variables such as benefit to self, environmental friendly product and comparative product.

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