The Youths Purchase Perception And Behavior Toward Green Product

Muhamat Zan Huzi, Khairani (2014) The Youths Purchase Perception And Behavior Toward Green Product. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

As customers, ecological concern is steadily growing, demand for products and services designed to be less harmful to the environment has increased. By executing green practices, managers and marketers throughout all industries believe that the image of the companies can be improved. The purpose of this research is to examine the youth’s perception and behavior towards a green product. Nowadays, in the society whereby technology is rapidly growing faster a day by day, it is one of the main causes towards the changes in the environment. In addition, these changes in the environment may be cause the positively and negatively affected. It is the role of the people to have the right mindset in order to keep the environment healthy. Thus, this research is conducted to find out the factors which affect the consumer’s perception and behavior in green products. To zoom in the further, this research will be targeted on youth, with the age ranking from 17 until 25. Therefore, there are two independent variable that had been identified in this research project to understand the factors which that could affect the youth consumer perception and behavior in green product. The dependent variable consist only one variable which is purchasing the green product, while the three dependent variables consist of the product knowledge, environmental awareness and also the purchase intention and behavior. The primary data is collected for this research proposes. The primary data collected through the questionnaire in order to investigate the research objective. About 150 sets of questionnaire will be distributed to the respondents which focus on the youth consumers only. Consequently, this study carries out to determine the significant of contributing the youth perception in green product in Malacca to the business and also to the marketer.

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