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You searched Library Catalogue - Publisher: RoutledgeFalmer,
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Call Number (WOU)
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SP CEMBA 2017 33
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Author
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Lee, Yee Von
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Title
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Factors influencing consumer purchase intention on green products / Lee Yee Von.
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Abstract
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Over the last decade, consumer consumption of goods and services has increased tremendously leading to depletion of natural resources and severe damage to the environment. This objectives of this paper included to study the factors influencing consumer purchase intention on green products, to encourage consumers to switch to green products from conventional products and also to encourage the conventional industry to develop green substitutions using environmental friendly resources and methods. This paper is a quantitative study and a cross-sectional study. The independent variables in this paper are environmental knowledge, environmental concerns, price awareness, brand awareness, product functionality and product availability. The dependent variable is consumer purchase intention towards green products. The number of respondents is one hundred and thirteen working adults living in peninsular Malaysia. Convenient sampling was adopted due to its simplicity of sampling criteria. Next, the survey tool is questionnaire created in Google Form and distributed through social media. Goodness of measure was tested and only loading of 0.5 or greater on the factor was considered to ensure the factors in this paper were validated. Furthermore, the reliabilities of the scales constructed in the questionnaire are range from acceptable (.60) to very good (>.90).
Subsequently, six hypothesis were tested simultaneously using multiple regression technique by SPSS software. The result indicated that there are four hypothesis were accepted with significant value and two were rejected. The findings showed that environmental knowledge, environmental concern, brand awareness and green functionality has positive and significant relationships with green purchase intention with p value less than 0.05. This result implies that these factors are the determinants of green purchase behavior, the increase of the levels of these factors will contribute to the increase of green purchase behavior. Nonetheless, the findings revealed that price awareness and green availability do not affect green purchase intention. It is suggested that future researchers may alter the questionnaire to suit their target population to generate accurate result because this questionnaire was tailored to fit Malaysia context and should not be generalized. It is recommended that in future research, researchers should include translations option if the research plans to be carried out in multi-cultured background and includes multi-races respondents to increase number of participants from different backgrounds.
Lastly, it is suggested that marketers should understand the drivers and barriers to green purchase and tailor their marketing strategy and product formulation to attract green purchase behavior and maximize company’s profits.
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Notes
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Final project report submitted in partial fulfilment of the requirements for the Degree of Master of Business Administration (CeMBA)
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Publisher/Year
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Penang : School of Business and Administration, Wawasan Open University, 2017
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Subject
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Green products
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Subject
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Earth-friendly products
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