Ho, Wai Peng (2019) The Influence Of Consumer Perception Towards Purchase Intention For Green Eco Lighting Products. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)
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The Influence Of Consumer Perception Towards Purchase Intention For Green Eco Lighting Products.pdf - Submitted Version Download (7MB) |
Abstract
In recent years, green marketing has been evolved and many companies practice to embrace green marketing. Companies develop new or improved products such as green eco lighting products that contribute to protect the environment by reducing energy consumption and meet consumer’s environmental needs. Green eco lighting products are energy efficiency lighting products which contributed in reducing energy consumption and it is harmless products to the environment. The growing concern of companies and consumers towards the natural environment indicates the important of consumer perception towards green products. Hence, it is vital for companies to understand consumer perception towards green products in order to comprehend their needs and wants. Thus, this research is aimed to study the influence of consumer perception towards purchase intention for green eco lighting products. There are two research objectives which are to understand the effect of demographic characteristics towards awareness of green eco lighting products and to investigate the relationship between consumer perception and purchase intention towards green eco lighting products. In this study, the researcher has selected 384 respondents as sample to answer questionnaire. For finding analysis, the researcher has used descriptive statistics, cross tabulation, cronbach’s alpha, pearson’s correlation coefficient analysis, and multiple regression analysis by SPSS software to analyze the data. The finding indicates that there is significant positive relationship between eco-labels, green price, green advertisement, perceived environmental responsibility, and environmental knowledge towards green purchase intention for green eco lighting products. The researcher recommends marketers to put more efforts on eco-labels and green advertisement to encourage consumers on green purchasing. Besides, the future researcher should study other factors that may influence on green purchase intention such as demographic and psychological factors
| Item Type: | Final Year Project (Project Report) |
|---|---|
| Uncontrolled Keywords: | Consumer behavior, Consumers' preferences, Willingness to pay, Consumer Perception, Purchase Intention, Green Eco Lighting Products |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce |
| Divisions: | Library > Final Year Project > FPTT |
| Depositing User: | Norfaradilla Idayu Ab. Ghafar |
| Date Deposited: | 22 Jul 2020 08:27 |
| Last Modified: | 28 Jul 2020 08:03 |
| URI: | http://digitalcollection.utem.edu.my/id/eprint/24471 |
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