The Factors Of Green Marketing That Affect Consumer Purchase Behaviour Among Young Adults In Melaka

Amil Basah, Suriani (2019) The Factors Of Green Marketing That Affect Consumer Purchase Behaviour Among Young Adults In Melaka. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

The aim of this study is to investigate the factors of marketing that affect consumer purchase behaviour among young adults in Melaka. Nowadays, consumers did not really care about the current issues that happen to surround them. To support the environment, green marketing is an effort by a business to produce, promote and package and take products in a sensitive manner and responsive to ecological concern. As such, 4 independent variables had been identified in this research to determine consumer purchase behaviour. The independent variables are a factor of green marketing which is social influence, environmental awareness, price and individual factors that affect consumer purchase behaviour. A survey-based on 384 sample size was distributed to collect respondents’ answer, while data collected were analysed quantitatively. The researcher used Pearson correlation analysis for the hypothesis testing along in gathering the result for the objective. The sampling design that been chose was random sampling method. The data is analysed by using Software Package for Social Science (SPSS). Based on the results of the research, social influence, environmental awareness, price and individual factors are significant with consumer purchase behaviour. The most factors affecting consumer purchase behaviour is individual factors. For the limitations the researcher do not get any information, feedback times of the respondents are very limited and respondents might not able to fully understand and terms in the questionnaire. After facing the limitation the researcher makes a recommendation for future researcher so that they can use to make them easy doing the research such as using qualitative method, wide the data collection area and diversify the target respondents for gathering different background of information.

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