Green Awareness : Factors Influence Generation-Y Decision Purchase Behavior Towards Eco-Friendly Product Around Melaka Tengah, Melaka

Abd Bachik, Norsyahira Famieza (2016) Green Awareness : Factors Influence Generation-Y Decision Purchase Behavior Towards Eco-Friendly Product Around Melaka Tengah, Melaka. Project Report. UTeM, Melaka, Malaysia. (Submitted)

Text (24 Pages) Green Awareness ; Factors Influence Generation-Y Decision Purchase Behavior Towards Eco-Friendly Product Around Melaka Tengah, Melaka.pdf - Submitted Version Download (368kB)

Abstract

Over the past decades, concern about the environment has become not only a significant public issue but also a crucial topic in academic research. Green marketing initiatives to encourage consumer into taking account the environmental aspect in their purchasing behavior. As it is aware, the green awareness was the largest contributor to enhance their concerns through different behaviors. The objective for this study is to identify the factors and relationship that influence green awareness among Gen-Y decision purchase behaviour towards eco-friendly product. Based on the literature review, the influence factor among Gen-Y decision purchase behaviour towards eco-friendly product is based on the environmental awareness, consumer attitudes and price of the product. The quantitative research method is in the form of questionnaires survey conducted to achieve the objective of the research. Questionnaire was distributed to the respondent and the data was analysed using descriptive analysis, inferential analysis and multiple regression to define the result. Result showed that environmental awareness and price of the product have positive significant relationship with the Gen-Y decision purchased behavior towards eco-friendly product. For the consumer attitude contrast shown the negative significant relationship. As a conclusion, the outcome of the study indicates that price of the product is the most important factor that influencing Gen-Y decision purchased behavior towards eco-friendly product and the least important factor is consumer attitude. In addition, this study encouraged to study the others important drivers and distribute to all of young generation to reach greater responses and perspective within Malaysian as the recommendations for future study.

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