The Consumer Attitudes Toward Green Advertising Communication In Melaka, Malaysia

Nam, Jae Ning (2016) The Consumer Attitudes Toward Green Advertising Communication In Melaka, Malaysia. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

The increasing of consumer awareness towards environmental issues has made many organizations adopted environmental element in their advertising. Green advertising is the advertising that addresses the relationship between products or service with the biophysical environment, encourages a green lifestyle to public with or without highlighting a product or service, or presents a corporate image of environmental responsibility. This research aims to investigate the factors that influence consumer attitudes toward green advertising communication in Melaka, Malaysia. This study had been mainly adopted from Ducoffe Extended Model (DEM). Entertainment, informativeness, irritation, credibility and media types were the focused factors. Quantitative data had been collected through the questionnaire. A total of 315 respondents who live in Melaka City area were participated in this research by using simple random sampling techniques. Software Package for Social Science (SPSS) was used to analyze the collected data. The data analysis techniques that conducted in study were descriptive analysis, pearson correlation and multiple regression analysis to describe the variables numerically and found out the relationship between independent variables and dependent variable. The results showed that all the factors had significantly influenced consumer attitudes toward green advertising. Informativeness was the most influencing factor and all the research objectives had been achieved in this study. The findings would contribute for practitioners to have a clear understanding and become more consumer-sensitive to create positive attitude from consumers. Marketers and advertisers should include entertainment, informativeness, credibility elements and avoid irritation tactics into green advertisements by using new media to disseminate the advertising messages. Implications and recommendations for further research were also mentioned in this study.

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