The impact of green product on consumer buying behaviour

Zamri, Norza Syajheha (2018) The impact of green product on consumer buying behaviour. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

Product manufacturing process may caused positive or negative affect and changes to the environment. While enjoying various product with advance technology provided, people should have responsibility in preserve and protect the environment. Hence, the purpose of this study is to examine the impact factor that influence consumers behaviour in purchasing. The study aims to understanding the influence factors in purchasing. The survey data was collected from 350 Melaka citizens in Malaysia through distribution of questionnaire. The gathered data were analysed by using the Statistical Package for Social Science (SPSS) version 23.0 software for normality test, non-parametric test, descriptive analysis, and regression analysis. The results of the analysis show that partially demographic factors have significant difference with the impacts of the green product and the consumer buying behaviour. On the other hand, green product factor do not have significant relationship with the consumer buying behaviour. While for the personal factors and psychological factors have a significant relationship with the consumer buying behaviour. This research also gives implications to knowledge and practical contribution. Limitations and recommendation also proposed for the future research.

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