Green Marketing Mix, Green Awareness, Green Consumer And Environmental Activities Factors In Determining Consumer Purchasing Decision

Nur Azureen, Muhamad Khairi (2015) Green Marketing Mix, Green Awareness, Green Consumer And Environmental Activities Factors In Determining Consumer Purchasing Decision. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

Introducing green marketing, green awareness, green consumer and environmental activities factors in determining consumer purchasing decision is more challenging to marketers. Consumers did not really care about the current issue that happen surround them regarding to green marketing and green product. Firstly, the objective is to investigate the purchasing decision and the acceptance of consumer towards green marketing and green product. Next, to determine the green marketing mix that influence consumers purchasing decision. Besides, to study the awareness of consumers on their purchasing decision. Fourth, the objective want to investigate green consumer on purchasing decision. Finally, to study the environmental activities that influence consumer purchasing decision. A survey based on 100 sample was distributed to collect respondents’ answers, while data collected were analyzed quantitatively. The researcher used multiple regression analysis for the hypothesis testing along in gathering the result for the objective. Green Marketing Mix, Green Consumer, Green Awareness and Environmental Activities are independent variables while Consumer Purchasing Decision is dependent variables. The result showed that only two independent variables that are significant to the study which is Green awareness and Environmental Activities towards Consumer Purchasing Decision.

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