Factor Influencing Customers’ Purchase Intention Of Green Product In Fast Moving Consumer Goods (FMCG) Sector

Chia, Yoong Xin (2019) Factor Influencing Customers’ Purchase Intention Of Green Product In Fast Moving Consumer Goods (FMCG) Sector. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

The rapid growth of the economic will led to unfavourable environmental degradation even the related manufacturers have produced more green products in Fast Moving Consumer Goods (FMCG) sector, but the consumption level is seen to be still low. Therefore, this research aims to identify the factors and to investigate the most importance factors influencing customers’ purchase intention of green product in FMCG sector. This research also analyses the moderating effect of gender on customers’ purchase intention of green product in FMCG sector. This is an explanatory research and by using quantitative methods through questionnaire survey among 384 respondents. The regression results showed that knowledge, product attribute and government initiative have significant influence on customers’ purchase intention of green product in FMCG sector. In contrast, environmental concern does not have any significant influence on customers’ purchase intention of green product in FMCG sector. Furthermore, the result shows that knowledge is the most significant factor that influence on customers’ purchase intention of green product in FMCG sector. This research also found that there is not significant moderating effect of gender on customers’ purchase intention of green product in FMCG sector. This study is important to theoretical implication and managerial implication in order to understand the customers’ purchase intention of green product in FMCG sector.

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