The influence of institutional pressure and attitude toward green marketing mix strategies among SMEs

Ng, Zhi Yang (2023) The influence of institutional pressure and attitude toward green marketing mix strategies among SMEs. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

Today, increased environmental issues lead to environmentally friendly awareness and increases in consumer purchase behaviour. The environmental problems influencing consumer preferences have begun shifting to purchasing environmentally friendly products. Implementing the green marketing concept can meet customer needs for eco-friendly products and maintain companies' long-term sustainability. Providing eco-friendly products and sustainable development is the vision and mission of the policy framework of SMEs. Nevertheless, hardly any SMEs contribute to eco-friendly and sustainable development issues. Therefore, this study aims to investigate The influence of institutional pressure and attitude toward green marketing mix strategies among SMEs through the perception of institutional theory and the theory of planned behaviours. The research objective of the study is to determine the relationship between the dependent variable (green marketing mix strategies) and the independent variable (Coercive pressure, Normative pressure, Mimetic pressure, Environment Attitude). This research was conducted using quantitative methods. The survey data collected will be an online questionnaire from 302 respondents who is SMEs. The research is focused on SMEs in Malaysia. In addition, the researcher will use the Statistical Package for Social Science to analyse the collected data (SPSS). The researcher employs descriptive analysis and Pearson correlation analysis as data analysis techniques to numerically describe the variables and determine the relationship between the independent variables and the dependent variables.

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