Factors Towards The Adoption Of Green Consumption Among IPTA Students In Malacca, Malaysia

Abu Bakar, Nurul Huda (2014) Factors Towards The Adoption Of Green Consumption Among IPTA Students In Malacca, Malaysia. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

The influence of the green consumer will grow as environmental awareness among consumers spreads and improvements are made to the environmental information available through eco labelling schemes, consumer groups and consumer guides (Peattie, 1995). Thus, Green Consumption should be nurture and well-educate the youngsters so that they will be more appreciating the nature rather than destroy it. Hence, the adoption of green consumption among IPTA students seems legit and is on a right track for a better tomorrow. In fact, there are not many research papers that has been done specifically focused on the green consumption among youth or IPTA students. Thus, in this research paper, the researcher has emphasized on the factors towards the adoption of green consumption among IPTA students in Malacca, Malaysia. The researcher has chosen quantitative method to conduct this research study by distributing the questionnaire to the selected respondents. For this research study, there were 100 respondents involved from two Institut Pengajian Tinggi Awam (IPTA) which is Universiti Teknikal Malaysia Melaka (UTeM) and Universiti Teknologi Mara (UITM). Out of 100 respondents, 60 respondents were UTeM’s students where the rest were UITM with 40 respondents. From the research study, the results showed that only two factors which contributes towards the adoption of green consumption among IPTA students in Malacca. There are self-ability and external factors (the interaction between price, brand loyalty and quality) while the other factor which is public responsibilities did not contribute to the adoption of green consumption among IPTA students in Malacca, Malaysia.

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