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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Green Advertising Consumer Purchasing Behaviour Towards Cosmetics Product.pdf - Submitted Version Download (551kB) |
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Green Advertising Consumer Purchasing Behaviour Towards Cosmetics Product.pdf - Submitted Version Restricted to Registered users only Download (975kB) |
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.
Item Type: | Final Year Project (Project Report) |
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Uncontrolled Keywords: | Consumers' preferences, Consumer behavior, Green marketing |
Subjects: | H Social Sciences > HF Commerce |
Divisions: | Library > Final Year Project > FPTT |
Depositing User: | Sabariah Ismail |
Date Deposited: | 18 Mar 2021 00:31 |
Last Modified: | 23 Feb 2024 03:10 |
URI: | http://digitalcollection.utem.edu.my/id/eprint/25034 |
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