The Relationship Between Consumer Perception Of Eco-Friendly Product And Consumer Behavior

Ahamad Sabri, Nurul Huda (2018) The Relationship Between Consumer Perception Of Eco-Friendly Product And Consumer Behavior. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

Today,people are concerning about green product rather than conventional product.While enjoying the convenience provided by technology,people should have the right mind-set in keeping and protecting their environment healthy. The “going-green” trend is now extending to the Asian region.Therefore,for this research,the aim to conduct this study is to (1)to identify the level of consumer perception of eco-friendly product,(2)to identify the level of consumer behavior and (3)to study the relationship between consumer perception of eco-friendly product towards consumer behavior.The concept of consumer perception of eco-friendly product including product price,product quality,brand loyalty and also consumer behavior of willingness to pay more and willingness to recycle waste.This research covered at Melaka only.This research will take place at Melaka because of Melaka is a city that applied in green technology.This research is using convenience sampling method which is 400 of people are the randomly targeted respondents in this study. The result of the analysis showed that only price and brand loyalty had significant towards consumer behavior. Recommendation for the future research is to reach greater responses and improve the scope of research in understanding of green product use not only in Melaka but advisable to all consumers including Sabah and Sarawak in Malaysia.

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