Integrating Social, Green And Social Media Marketing To Facilitate Green Product Acceptance

Farah Diyana, Aznul Shahrim (2015) Integrating Social, Green And Social Media Marketing To Facilitate Green Product Acceptance. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

In this era of high-technology development, the use of social media has revolutionized marketing strategies of various companies. More and more companies are starting to adopt this new method of marketing. Having the ability to cross borders and globally used, the impact of using social media is high. Therefore it is the perfect tool to implement in promoting green products. However, just promoting green products does not ensure that the consumer will buy it and if they do, will they continue to choose green product above all the other product. In this research, the researcher will explore the various types of marketing; social marketing, green marketing and social media marketing and the effect of integrating these marketing methods to facilitate in green product acceptance. Using simple random sampling, 100 respondents took part in this research and the data collected is tested using Multiple Regression Analysis (MRA). The result indicates that both Social and Green Marketing have positive impact on Green Product Acceptance. However, Social Media Marketing does not have a positive impact in facilitating green product acceptance. This implies that the consumers are environmentally conscious and in the stage of green consumers which means there exists the market for green products. On the other hand, green marketing is still in infant stage in Malaysia making the use of social media in promoting the product is fairly new and therefore the degree of effectiveness is low.

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