Impact Of Green Marketing Mix, Lifestyle, Social Representation And Trust In Influencing Customer Buying Decision

Sasnor Azuwa , Sedor Ali (2015) Impact Of Green Marketing Mix, Lifestyle, Social Representation And Trust In Influencing Customer Buying Decision. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

Environmental issue is the primary reason for why most organization tried their best in changing their marketing strategy in influencing customer buying behavior. Follow to the governmental bodies are forcing firms to become more responsible in implement the green concept. The first objective of this paper is to identify if the green marketing mix activities used by marketer will influence customer buying decision. Second objective is to investigate the impact of lifestyle in influencing customer buying decision to overcome the environmental issues. Third objective is to determine the social representation attributes in influencing customer buying decision. Fourth objective is to explore the trust element in influencing customer buying decision. In this paper, descriptive explanatory studies used as the research design where it concentrate on consumer buying decision and to identify the relationship between variables involved from the data collection. Quantitative research method is consider as research methodology in order to describe and analyze the relationship between independent and dependent variables. Survey use as research strategy which it allow researcher to gain quantitative data collection. This survey use by distributing 100 sets of questionnaire to respondents at selected location which is Malacca town area. Factors such as green marketing mix, lifestyle, social representation and trust in influencing customer buying decision are discussed in this paper. This paper proposes that “going green” and become “green consumerism” as an individual especially when it related to the customer buying decision and at the same time can reduce environmental impact. This paper offer a theoretical framework factors which influence customer buying decision while considering to environmental impact during purchasing. In this paper, for data analysis the researcher used multiple regression analysis as the statistical tools in determine the implication of the independent variables towards influencing customer buying decision.

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