Factors influencing purchasing decision among youth on eco-friendly packaged product

Mohd, Ahmad Fadlie Hadi (2019) Factors influencing purchasing decision among youth on eco-friendly packaged product. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

The current environmental condition has led to increase of consciousness among people in protecting and preserving the environment. The environmental concern among the consumer is growing quickly for the environment. This may affect young customer buying conduct from a green view. This can be shown by the buying pattern of consumers which moving towards green. Youth purchasing behavior is inclined towards products and services that related to environmentally friendly. In this manner, it is essential to study the factors influencing purchasing decision on eco-friendly packaging. For this study, the aims to examine the factors that influence youth green purchase behavior. The independent variables that affect the purchase behavior of consumers are popularity of eco-friendly packaged product, capability of consumers, environmental concern, and environmental awareness. Quantitative research and explanatory research are used in the research design of this study. The target population of this research are youth consumers which aged between 15 to 24 years old. The sampling location of this study is Melaka. Primary data is collected for this study by distributing 384 sets of questionnaire survey manually to the respondents. The Statistical Package of the Social Science (SPSS) version 2.0 is used to analyze the data collected into reliability test, descriptive analysis and inferential analysis. Lastly, the discussion of findings, implication, limitation of this study and recommendation for future research is made at the end of this study.

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