Green marketing impacts on customer’s products preferences among UTeM students

Shokri, Sazanee Azmina (2019) Green marketing impacts on customer’s products preferences among UTeM students. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

Students are essential to growing the market. Green marketing looks has a great opportunity to help them in order to improve the behavior at every aspect such as buying and choosing. The marketing element is to ensure that the students do some improvement to their individual behavior because marketing elements have their steps to follow. The purpose of this research is the relationship between green marketing and customers preferences. This researcher used quantitative methods in order to collect data. This research uses 105 respondents. The conceptual framework is being used in this study in order to identify the individual factor in influence in each independent variable and dependent variable. The significant of this study is to emphasis that the important of the behavior using marketing elements regarding their knowledge. The literature reviews have emphasis in detail about the literature review on customer’s buying decisions aspects that influence customer’s products preferences. Descriptive statistical analysis which Pie Chart were conducted to describe the respondents besides multiple regression analysis was used to determine the relationship among variables. The finding in the study should that there are positive significant relationship between independent variables and dependent variable and the recommendation for the future research has been made in order to look this study in detail.

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