The effect of social marketing in building recycling awareness at UTeM

Abdul Majid, Shahira Nabila (2022) The effect of social marketing in building recycling awareness at UTeM. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

Social Marketing of recycling introduces the concept of social marketing for local community recycling programs social marketing is a methodical approach to changing behavior that employs commercial marketing strategies. This research objective is to investigate level of environmental consciousness among UTeM students, best strategies for increasing waste management awareness and difficulties happen to recycling. This researcher uses primary data by distributing the questionnaire to the respondents and secondary data obtained from the internet articles and journals as a research method for this project. Consequently, a questionnaire-based survey was employed to gather information from 150 respondents among people who are currently in UTeM area including students, staff, visitor, and others. In this study, convenience sampling, a non-probability sampling method, was used to choose samples. In this study, the data analysed using Statistical Package form the Social Science version 28 (SPSS). From the finding and discussion, the researcher found that two variables from three variable were accepted which is consumer desire and strategy marketing effecting in building recycling awareness in UTeM. Meanwhile, individual intention behavior variable is not supported. The results of this study proved that two from three hypothesis was valid. The findings of this study revealed that all relevant constructs had shown significant relationship between social marketing in building recycling awareness in UTeM.

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