The customer perception of using eco-friendly electrical appliance products towards their purchase intention in Melaka residential area

Azman, Norhidayatul Husna (2018) The customer perception of using eco-friendly electrical appliance products towards their purchase intention in Melaka residential area. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

Environmental issues are increasingly transforming business practices and consumer behaviour across the world. Consumers are becoming ecologically conscious and desirous of purchasing environmental friendly products such as eco-friendly electrical appliance products. Therefore, the aim of this thesis had been to examine the customer perception of using eco-friendly electrical appliance products towards their purchase intention in Melaka residential area. The objective of this study is to identify the relationship, factors and most influence factors of eco-friendly electrical appliance products that can affect customer purchase intention in Melaka residential area. Based on the literature review, the influence factor of customer purchase intention is applied from the Theory of Planned Behaviour (TPB) which is attitude towards behaviour, subjective norms, and perceived behavioural control. The quantitative method is in the form of questionnaire survey conducted to achieve the objective of the research. Questionnaire was distributed to the 386 respondents in Melaka and the data was analysed using descriptive analysis, inferential analysis, and multiple regression to define the result. The result demonstrated that subjective norms and perceived behavioural control have significant relationship with customer purchase intention in Melaka residential area. For attitude towards behaviour shown there is no significant relationship. As a conclusion, the outcome of this study indicates that perceived behavioural control is the most influential factor that influence customer purchase intention in Melaka residential area and the least important factor is attitude towards behaviour. In addition, this study encourage to study the other theory such as Theory of Reasoned Action (TRA), examine the extent of implication of purchased eco-friendly electrical appliance products in future, and include all of the consumers or user within Malaysia as the recommendation for future study.

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