A study on factors influence consumers purchase intention towards green marketing awareness among university students in Melaka / Sheilla Afiqah Ab Rahim
This research study is to identify on factor influence consumers’ purchase intention towards green marketing awareness among university students in Melaka. The factor were awareness of green marketing, awareness of price, awareness of eco-label and consumers’ environmental concerns. This study resea...
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| Format: | Student Project |
| Language: | English |
| Published: |
Faculty of Business and Management
2019
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| Subjects: | |
| Online Access: | https://ir.uitm.edu.my/id/eprint/25990/ |
| _version_ | 1848806410894180352 |
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| author | Ab Rahim, Sheilla Afiqah |
| author_facet | Ab Rahim, Sheilla Afiqah |
| author_sort | Ab Rahim, Sheilla Afiqah |
| building | UiTM Institutional Repository |
| collection | Online Access |
| description | This research study is to identify on factor influence consumers’ purchase intention towards green marketing awareness among university students in Melaka. The factor were awareness of green marketing, awareness of price, awareness of eco-label and consumers’ environmental concerns. This study research framework adapted from Norazah (2013) and Sathiswaran, Azlinda & Nurul (2014). Futhermore, this study were using conveniece sampling technique and questionnaires were distributed to university students in Melaka via Google From. A 110 respodents had been answered the questionnaire. Collected data were analysed using Statistical Package for Social Science (SPSS) version 22. Hence, the data were obtained from descriptive analysis, frequency distribution, reliability analysis and multiple regression analysis. The results show that awareness of green marketing, awareness of price and consumers’ environmental concerns are significantly influenced the consumers’ purchase intention while awareness of eco-label is not significantly. As conclusion, these findings would be useful for future researchers, marketers, government and non-government to improve green campaign in Malaysia. |
| first_indexed | 2025-11-14T22:26:30Z |
| format | Student Project |
| id | uitm-25990 |
| institution | Universiti Teknologi MARA |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T22:26:30Z |
| publishDate | 2019 |
| publisher | Faculty of Business and Management |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | uitm-259902019-10-25T03:09:38Z https://ir.uitm.edu.my/id/eprint/25990/ A study on factors influence consumers purchase intention towards green marketing awareness among university students in Melaka / Sheilla Afiqah Ab Rahim Ab Rahim, Sheilla Afiqah Environmental aspects. Green marketing Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling This research study is to identify on factor influence consumers’ purchase intention towards green marketing awareness among university students in Melaka. The factor were awareness of green marketing, awareness of price, awareness of eco-label and consumers’ environmental concerns. This study research framework adapted from Norazah (2013) and Sathiswaran, Azlinda & Nurul (2014). Futhermore, this study were using conveniece sampling technique and questionnaires were distributed to university students in Melaka via Google From. A 110 respodents had been answered the questionnaire. Collected data were analysed using Statistical Package for Social Science (SPSS) version 22. Hence, the data were obtained from descriptive analysis, frequency distribution, reliability analysis and multiple regression analysis. The results show that awareness of green marketing, awareness of price and consumers’ environmental concerns are significantly influenced the consumers’ purchase intention while awareness of eco-label is not significantly. As conclusion, these findings would be useful for future researchers, marketers, government and non-government to improve green campaign in Malaysia. Faculty of Business and Management 2019 Student Project NonPeerReviewed text en https://ir.uitm.edu.my/id/eprint/25990/1/PPb_SHEILLA%20AFIQAH%20AB%20RAHIM%20BM%20M%2019_5.pdf Ab Rahim, Sheilla Afiqah (2019) A study on factors influence consumers purchase intention towards green marketing awareness among university students in Melaka / Sheilla Afiqah Ab Rahim. (2019) [Student Project] <http://terminalib.uitm.edu.my/25990.pdf> (Unpublished) |
| spellingShingle | Environmental aspects. Green marketing Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling Ab Rahim, Sheilla Afiqah A study on factors influence consumers purchase intention towards green marketing awareness among university students in Melaka / Sheilla Afiqah Ab Rahim |
| title | A study on factors influence consumers purchase intention towards green marketing awareness among university students in Melaka / Sheilla Afiqah Ab Rahim |
| title_full | A study on factors influence consumers purchase intention towards green marketing awareness among university students in Melaka / Sheilla Afiqah Ab Rahim |
| title_fullStr | A study on factors influence consumers purchase intention towards green marketing awareness among university students in Melaka / Sheilla Afiqah Ab Rahim |
| title_full_unstemmed | A study on factors influence consumers purchase intention towards green marketing awareness among university students in Melaka / Sheilla Afiqah Ab Rahim |
| title_short | A study on factors influence consumers purchase intention towards green marketing awareness among university students in Melaka / Sheilla Afiqah Ab Rahim |
| title_sort | study on factors influence consumers purchase intention towards green marketing awareness among university students in melaka / sheilla afiqah ab rahim |
| topic | Environmental aspects. Green marketing Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling |
| url | https://ir.uitm.edu.my/id/eprint/25990/ |