Green advertising: consumer purchasing behaviour towards cosmetics product

Abdullah, Siti Nurazila (2020) Green advertising: consumer purchasing behaviour towards cosmetics product. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

The purpose of this study is to investigate the factors in green advertisement that influence consumer purchasing behaviour towards cosmetics product in Malaysia. The study was concentrated in whole Malaysia. The research was used a quantitative approach with survey as the research instrument. The survey included basic socio-demographic questions followed by questions on consumers’ attitude towards green advertisement, environmental concern and information in green advertisement. The results were then analysed using Descriptive Statistic, Multiple Regression Analysis and Pearson Correlations from SPSS. The significant findings show that attitude towards green advertisement and information in green advertisement have a significantly positive relationship and impact on consumer behaviour leading to consumer purchase behaviour towards cosmetics product. The strongest relationship and impact to consumer purchasing behaviour is information in green advertisement.

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