Factors That Influencing Consumers' Purchase Intention Towards Eco-Friendly Consumer Products

Ting, Mei Kwan (2016) Factors That Influencing Consumers' Purchase Intention Towards Eco-Friendly Consumer Products. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

Recently, increasing consumers concern on the environmental issues and climate change had led the changing of purchasing behavior towards eco-friendly products. Most of consumers were aware that their purchasing behavior can directly impact on the environment. Thus, the green concept is emerge into the marketplace by promoting eco-friendly products. Many past researchers have been studied on the importance of green marketing and purchasing behavior of consumers however there were less information on the relationship between influencing factors on consumer purchase intention towards eco-friendly products. The aim of this research is to identify factors that influencing consumers purchase intentions towards eco-friendly consumer products. This research used descriptive research as research design to meet the research objectives. The sampling method is convenient sampling where the questionnaire distributed among consumers in Malacca. Multiple regression analysis is being used as tool to test the relationship between independent variables and dependent variable. Primary data was collected in major shopping complex in Malacca by distributing 200 questionnaires to target respondents but only 150 completed questionnaires were completed. The Software Package for Social Sciences (SPSS) 20.0 was used to analyze the data collected for carry out various test. The results revealed that environmental attitude, eco-label, health consciousness and social influence were the significant influencing factors but health consciousness was the most significant influencing factor on consumer purchase intention towards eco-friendly consumer products.

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