THE RELATIONSHIP BETWEEN GREEN MARKETING AND CUSTOMER PURCHASE INTENTION IN BATU PAHAT, JOHOR

Mohamad, Nor Hashimah (2017) THE RELATIONSHIP BETWEEN GREEN MARKETING AND CUSTOMER PURCHASE INTENTION IN BATU PAHAT, JOHOR. Other thesis, Universiti Tun Hussein Onn Malaysia.

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Abstract

ABSTRACT Green marketing is a type of marketing that deals with impacts to the ecosystem, which are far-reaching and complex. The objective of this research is to examine consumers purchase intentions towards green products and to determine the relationship between green marketing and consumer’s purchasing intention. The green marketing factors include customer belief, green labeling, green brand, green advertising. The survey questionnaires was administrated among 200 customers visiting various hypermarkets and supermarkets by using convenience sampling. The data were analyzed with the Statistical Package for Social Science Software (SPSS).This study is to find out the significant factors related to customer intentions towards green products purchasing. The results show that on average there is moderate intention towards green product purchase among respondents with the mean value of 4.24. Furthermore the research indicates that there are positive correlations between all green marketing factors with customers purchase intention. These research finding have provided some insight and feedback to businesses who facing a lot of challenges in convincing consumers to purchase green products. By gathering this information, marketers can understand the route that shifts the environmental factors to green purchase intention.

Item Type: Thesis (Other)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Technology Management and Business > Department of Production and Operation Management
Depositing User: Mr. Te Chuan Lee
Date Deposited: 07 Mar 2018 09:45
Last Modified: 07 Mar 2018 09:45
URI: http://ethesis.uthm.edu.my/id/eprint/389

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