Factor Influencing Consumer Perception And Purchase Intention On Green Product

Sy Kamaruzzaman, Syarifah Noratiqah (2016) Factor Influencing Consumer Perception And Purchase Intention On Green Product. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

The aim of the study is to identify the relation between customer perception and purchase intention on green product. In this, the purchase intention elements or the independent variables consist of green packaging, price promotion of green product, green advertising and green product value. Firstly the researcher will determine whether consumer perception on green product elements partially in relation with purchase intention. Second, the study will investigate factors of consumer purchase intention on green products. Thirdly, the scope is to identify influence of perception toward purchase intention on green product. The research method used to conduct the study is by quantitative approach where sample of 384 questionnaires will be distribute to consumer at shopping mall Melaka city. In findings of this study, all the independent variables will be analysis using Pearson Correlation simple Regression. To complete this study, researcher used Theory of Planned Behavior (TPB) to apply it.

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