The Acceptance Of Green Marketing Mix That Influences Customer Purchase Intention On Green Products

Ahmad Sabri., Nur Amirah Syuhada (2019) The Acceptance Of Green Marketing Mix That Influences Customer Purchase Intention On Green Products. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

In the past years, too many pollution had been occur in over the world. Hasan, Z., & Ali, N. A. (2017), today, the whole world is experiencing environmental problems such as climate changes, global warming and ozone depletion. The purpose of this study is to measure the acceptance of green marketing mix that influences customer purchase intention. In this research, the researcher discussed about the components in green marketing mix which are green product, green price, green promotion, and green place which can help to preserve the environment worldwide and purchase intention of customer at once. The researcher has distributed and collected the questionnaire to 150 samples using online survey (Google Form) and analysed it using SPSS platform as the method to know the acceptance of green marketing mix that influences consumer purchase intention on green products. The result of this research indicates that all elements in green marketing mix have a significant relationship with customer purchase intention on green products. The researcher concludes with a recommendation for addressing issue arising from research review and also identifies points for future research.

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