A Study On Social Influences Toward Public Awareness On Green City In Melaka State

Lau, Kai Yan (2017) A Study On Social Influences Toward Public Awareness On Green City In Melaka State. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

Rapid urbanization and human activities nowadays bring negative impact on environment and cause to environment degradation. Government has implemented many sustainable development and green incentives to conserve natural environment and resources. The purpose of this research is to study the level of public awareness on green city based on social influences. The study contributes to the understanding of factors influence toward public awareness. Based on the Theory of Planned Behaviour and Model of Determinants of Behaviour Relevant to Climate Change, a research framework is developed to understand the factors that influence level of public awareness on green city in Melaka state with the variables of demographic factors, media exposure, incentives and public awareness. The survey data was collected from 330 Melaka citizens in Malaysia through distribution of questionnaire. The gathered data were analysed by using Statistic Package for Social Science (SPSS) version 22.0 software for descriptive analysis and regression analysis. The results of the analysis show that partially factors of demographic have significant impact whereas media exposure and incentives have significant impact on the level of public awareness in Melaka state. Demographic factors, media exposure and incentives are significant variables to public awareness. This research also gives implications to knowledge and practical contribution. Limitations and recommendation also proposed for the future research.

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