A Study Of Determinants Of Green Purchase Intention Towards Green Product

Ismail, Rasyidah (2018) A Study Of Determinants Of Green Purchase Intention Towards Green Product. Project Report. UTeM, Melaka. (Submitted)

Text A Study Of Determinants Of Green Purchase Intention Towards Green Product - Rasyidah Ismail - 24 Pages.pdf - Submitted Version Download (362kB)

Abstract

Today’s we can see a dynamic growth competitive business environment between sector in term of technologies, management and industry and everything we doing in our daily life is going green. “Going green” means to pursue knowledge and practices that can lead to more environmentally friendly and ecologically responsible decisions and lifestyle, which can help protect the environment and sustain its natural resources for current and future generations. The definition of green products are energy efficient, durable and often have low maintenance requirements. Free of Ozone depleting chemicals, toxic compounds and do not produce toxic by-products. Often made of recycled materials or content or from renewable and sustainable sources. The determinants of green purchase intention of green product which is environmental attitude, subjective norm, perceived behavioral control, eco-label and price sensitivity. This five elements contribute the factor that influence the green product daily. Further investigation reveals that environment advertising enjoys a modest and positive impact on the relationship between independent variable and green purchasing intention. The results gives marketers an overview of the factor that influence of buying consumer green products. This will help marketers to develop deep holistic strategies and tactics according to the findings to appeal consumers, which ultimately achieved green sales is expected products that require different marketing strategies than conventional products. Implications for advanced marketers discussed.

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