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You searched Library Catalogue - Title: Penang : School of Business and Administration, Wawasan Open University, 2018.
Call Number (WOU) SP CEMBA 2016 2
Author Lim, Thye Kong
Title A study on mediating impact of eco-literacy on green consumption behavior: an empirical assessment of Malaysia consumer toward solar power renewable energy / Lim Thye Kong
Abstract The fast pace of economic growth has increase consumer consumption of energy globally which cause the overconsumption of our natural resources and subsequently create the environmental deterioration issue. Solar Power Renewable Energy are applied in commercial & residential industrial recently to minimize the environmental deterioration and fuel resources phase out issue. consumer should change its mind-set to protect and preserve their environment with green consumption behavior. Therefore, the purpose of this research is to investigate between environmental enablers factors and eco-literacy affect successful of green consumption behavior. Four main factors of environmental enablers are Environmental attitude, Social responsibility, Perceived Self- Image, Government incentive. The objective of this study is also to determine whether eco-literacy mediating intensity between environmental enablers factors and green consumption behavior toward solar power industries. This research adopt quantitative research method combine the cross-sectional design as well as primary data collection method was select. An online survey questionnaires were post through on line survey platform to respective respondents. The total of 104 out of 150 targeted respondents were completed answer the survey. The data was going through Statistical Package of Social Sciences Software (SPSS) version 21 analysis software. The single regression analysis finding result reveal that four dimension of environmental enablers (i.e. Environmental Attitude, Social responsibility, Perceived Self- Image, Government incentive) were significant affects successful of eco-literacy a well as green consumption behavior. Form the one-way ANOVA analysis result, 2 no’s demographic variables (Solar power product ownership & type of Solar power product) were significant demographic profiles have an effect on the consumer consumption behavior in solar power industry. Eco-literacy has fully mediate the impact of Environmental Attitude, partial mediate the impact of Social responsibility and Perceived Self- Image towards green consumption behavior except for government incentive as per result of 2 step Hierarchical Regression. Based on multi Regression analysis result, three significant predictors variables of predictive model formula are Environmental Attitude, Social responsibility, Perceived Self- Image which were significantly predicts green consumer consumption behavior. This research study has implied that the all the parties concern should work together to cultivate this environment knowledge (eco-literacy) to consumer for change their attitude and mind set towards green consumption behaviors. The marketers will be based on this predictive model to exploit effective marketing strategies and aware the consumers’ behavior for solar powered product offered in Malaysia markets. Research limitations cross sectional design shall be improving with longitudinal designs for similar research in future. In conclusion, the above project research findings are able to find an answer for the research question and subsequently meet the research objective as well. This research definitely helps to create better understanding of the consumer’s behavior toward Solar power green consumption as a whole in the future.
Notes Final project report submitted in partial fulfilment of the requirements for the Degree of Master of Business Administration (CeMBA)
Publisher/Year Penang : School of Business and Administration, Wawasan Open University, 2016
Physical Description 223 p.; 30 cm.
Subject Environmental sciences -- Study and teaching
Full Text View full-text here (Pages edited)

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