The Impact Of Green Marketing On Consumer Buying Behaviour

Nur Suhaila, Mohd Zain (2015) The Impact Of Green Marketing On Consumer Buying Behaviour. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

Green marketing is one of marketing activity that aims to reduce the negative impact on the environment by using promotion, advertisement, and packaging that are environmentally friendly. With this new marketing activity, it may influence the consumer buying decision. Green marketing can influence consumer buying decision toward green product. Thus, the purpose of this research is to analyzing the impact of green marketing element on consumer buying behavior in Malaysia. The objective for this research is: firstly to examine the impact of green marketing element on consumer buying behavior. Secondly, to identify the type of green marketing elements that influence consumer on their buying decision. Lastly, to investigate the relationships between green marketing element toward consumer buying behavior. The survey which distributed 100 the respondents administrated questionnaires at Aeon hypermarket in Melaka Tengah and Aeon hypermarket in Seremban, Negeri Sembilan. Data collected analyze by using quantitative method. The result shows that, consumers buying decision have been influence by green marketing element which is green consumer perception and green promotion activities. These due to the increasing on environmental awareness among communities. Consumers now are more concern on environmental safety and healthy lifestyle. Moreover, there are positive significant between the green marketing element towards consumer buying behavior in buying green product. As a conclusion, this research have meet the research objectives and also can be as evidence for previous research and useful to the marketers who are responsible for creating and market green products.

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