The study of factors that influence consumer’s purchase behavior of green products

Razaki, Anis Ashila (2019) The study of factors that influence consumer’s purchase behavior of green products. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

Today, rapid development of technology has caused both positive and negative effect and changes in the environment. While enjoying the convenience provided by technology, people should have the right mind-set in keeping and protecting their environment healthy. Therefore, the aim to conduct this study is to examine the factors that influence consumers‟ green purchase behavior. They are five independent variables were used in this research project to identify the factors that influence consumers‟ purchasing behavior toward green products; social influences, environmental concern, perceived effectiveness of environmental behavior, perceived environmental responsibility, and government initiative. Three hundred and eighty four consumers are the sole targeted respondents in this study. It is found that there are no significant differences for the gender and race variables whereas monthly income variable was found a significant difference on it. In addition, the study findings also discovered that there is a significant relationship between the factors influence and working consumers‟ purchasing behavior towards green products. Consequently, these research findings have provided some insight and feedback to businesses who basically facing a lot of challenges in convincing consumers to purchase green products. By gathering this information, marketers can understand the route that shifts the environmental factors to green purchase behavior. They also would be able to formulating their various strategies to effectively attract more consumers to purchase green products

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