Green Marketing And Its Impact To Customer Attention

Muhammad Amri, Abdul Rashid (2015) Green Marketing And Its Impact To Customer Attention. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

The research study is on the green marketing specifically on consumers attitudes and purchase intention of eco-friendly products. It has been the global concern for the purpose of the preservation of the polluting and degradation of environment. Marketing Strategy consist of 4P’s, that is price, place, promotion and product. Before constructing a project, marketers needs to consider this marketing strategy because it is related and have effect to the customers buying behavior. Many studies have been done on the green marketing exploring the importance of the topic and relationship to the attitude and purchasing behavior of the consumers of eco-friendly products. Through the vital information provided by the expertise, competent and experience researchers, companies have understood the importance of green marketing in order to produce eco-friendly products and these provided much rich information for the literature studies of the thesis. As a conclusion, to determining the marketing strategy can enhance the customer’s buying behavior on purchasing a green product, marketers have to know the knowledge on customers behavior that can be apply to the marketing strategy. In this research, the researcher try to clarify if marketing strategy can be use to enhance the customer’s buying behavior.Keyword : Green Product, Green Price, Green Promotion and Green Place

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