The impact of green brand awareness towards consumer buying behaviour

Raja Mustapha Kamal, Nur Aisyah (2018) The impact of green brand awareness towards consumer buying behaviour. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

Varying degree of green brand awareness among consumers will lead to different consumer buying behaviour as each awareness level is unique in their own way and plays a distinctive role in consumers’ mind. However, companies often neglect the green brand awareness capability as a competitive advantage due to the norm of viewing it as a part of green brand dimension only, as well as the limited research on green brand awareness to prove otherwise. This research aims to identify the level of green brand awareness among consumers in Malacca, Malaysia. Additionally, the relationship between green brand awareness level and each stage of consumers buying behaviour is analysed as well; whereby Theory of Planned was utilized to enhance the understanding of the relationship. To aid in the achievement of the objectives, a total of 370 completed responses were collected through a questionnaire-based survey; where responses were randomly drawn from the population of consumers in Malacca. Findings revealed that majority of consumers in Malacca possess the highest degree of green brand awareness, top-of-mind awareness, followed by aided awareness and unaided awareness. The aforementioned levels of green brand awareness did not have an influential impact on the different stages of consumer buying behaviour as respondents demonstrated similar behaviour regardless of their degree of green brand awareness. These findings, although are restricted due to the addressed limitations, has contributed to greater insights in understanding green brand awareness as a unique competitive advantage. However, future research may be improved through the employment of the suggested recommendations.

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