Consumers willingness to pay for eco-friendly product in Melaka

Samsuri, Mira Shafiqa (2018) Consumers willingness to pay for eco-friendly product in Melaka. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

Sustainability has become a major element of environmental stability in which it affects the situation of future generations in Malaysia.Today going green concept is one of the main goals in Malaysia.Many initiatives have been undertaken by governments, organizations,hypermarkets as well as by their own users to demonstrate awareness and responsibility for the environment.Melaka is one of the states in Malaysia that is now one of the green technology cities and many campaigns have been made to inform customers about the benefits of choosing eco-friendly products.Not only does the state support green issues,this issue has received a positive response from Perak,Kedah and Johor (Utusan Online,2016).Unfortunately,there is still a gap between an environmentally friendly deal and a consumer decision to buy eco-friendly products.This study is conducted to identify the consumer factors that purchase product-friendly products in Melaka.There are 384 respondents involved in this study distributed to all consumer levels who is employed in Melaka using structured questionnaires to investigate the relationship factors that influence the decision-making of eco-friendly products in Melaka. In addition,from identifying the relationship factors that influence consumers are buying decision-making products in Melaka,organizations and marketers could generate other ideas to attract and convince consumers to buy eco-friendly products.The results are available with descriptive research.This study encompasses the relationship between consumer-friendly product buying decisions and these factors;demographic factors,economic factors and awareness and knowledge factors.

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