Impacts of green marketing mix on consumer purchasing behaviour and the moderation of consumer adaptive-innovative characteristics
Environmental concern is at the forefront of social, political, and academic conversation. However, the exponential increase in awareness on the topic is not reflected in the purchasing of environmentally friendly products over the conventional alternative. This study investigates the relationship...
| Main Author: | |
|---|---|
| Format: | Final Year Project / Dissertation / Thesis |
| Published: |
2024
|
| Subjects: | |
| Online Access: | http://eprints.utar.edu.my/7040/ http://eprints.utar.edu.my/7040/1/Full_Report_May_2024_Mukhzamir_bin_Mahathir.pdf |
| _version_ | 1848886833018044416 |
|---|---|
| author | Mukhzamir , Mahathir |
| author_facet | Mukhzamir , Mahathir |
| author_sort | Mukhzamir , Mahathir |
| building | UTAR Institutional Repository |
| collection | Online Access |
| description | Environmental concern is at the forefront of social, political, and academic conversation. However, the exponential increase in awareness on the topic is not
reflected in the purchasing of environmentally friendly products over the conventional alternative. This study investigates the relationship between the green marketing mix, i.e. Green Product, Green Price, Green Promotion, and Green Place, and consumer purchasing behaviour as well as evaluates the moderating effects of consumer adaptive-innovative characteristics on said dynamic.
The study used a quantitative research design including a structured questionnaire with 136 respondents and quota sampling in the Greater Kuala Lumpur and Klang Valley region. Multiple linear regression was utilized to analyse the green marketing mix and consumer purchasing behaviour relationship whereas hierarchical multiple regression was utilized to analyse the moderating effects of consumer adaptive�innovative characteristics. Besides Green Product, the analysis showed a significant positive relationship between the green marketing mix and consumer purchasing
behaviour. Green Promotion had the largest impact on consumer purchasing behaviour, followed by Green Price and Green Place. The analysis further showed that consumer adaptive-innovative characteristics had no moderating effects on the green marketing mix-consumer purchasing behaviour dynamic. This study challenges the notion that there is a correlation between environmentally friendly
product purchasing behaviour and innovativeness.
|
| first_indexed | 2025-11-15T19:44:46Z |
| format | Final Year Project / Dissertation / Thesis |
| id | utar-7040 |
| institution | Universiti Tunku Abdul Rahman |
| institution_category | Local University |
| last_indexed | 2025-11-15T19:44:46Z |
| publishDate | 2024 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | utar-70402025-01-10T06:20:36Z Impacts of green marketing mix on consumer purchasing behaviour and the moderation of consumer adaptive-innovative characteristics Mukhzamir , Mahathir H Social Sciences (General) HG Finance HM Sociology Environmental concern is at the forefront of social, political, and academic conversation. However, the exponential increase in awareness on the topic is not reflected in the purchasing of environmentally friendly products over the conventional alternative. This study investigates the relationship between the green marketing mix, i.e. Green Product, Green Price, Green Promotion, and Green Place, and consumer purchasing behaviour as well as evaluates the moderating effects of consumer adaptive-innovative characteristics on said dynamic. The study used a quantitative research design including a structured questionnaire with 136 respondents and quota sampling in the Greater Kuala Lumpur and Klang Valley region. Multiple linear regression was utilized to analyse the green marketing mix and consumer purchasing behaviour relationship whereas hierarchical multiple regression was utilized to analyse the moderating effects of consumer adaptive�innovative characteristics. Besides Green Product, the analysis showed a significant positive relationship between the green marketing mix and consumer purchasing behaviour. Green Promotion had the largest impact on consumer purchasing behaviour, followed by Green Price and Green Place. The analysis further showed that consumer adaptive-innovative characteristics had no moderating effects on the green marketing mix-consumer purchasing behaviour dynamic. This study challenges the notion that there is a correlation between environmentally friendly product purchasing behaviour and innovativeness. 2024 Final Year Project / Dissertation / Thesis NonPeerReviewed application/pdf http://eprints.utar.edu.my/7040/1/Full_Report_May_2024_Mukhzamir_bin_Mahathir.pdf Mukhzamir , Mahathir (2024) Impacts of green marketing mix on consumer purchasing behaviour and the moderation of consumer adaptive-innovative characteristics. Master dissertation/thesis, UTAR. http://eprints.utar.edu.my/7040/ |
| spellingShingle | H Social Sciences (General) HG Finance HM Sociology Mukhzamir , Mahathir Impacts of green marketing mix on consumer purchasing behaviour and the moderation of consumer adaptive-innovative characteristics |
| title | Impacts of green marketing mix on consumer purchasing behaviour and the moderation of consumer adaptive-innovative characteristics |
| title_full | Impacts of green marketing mix on consumer purchasing behaviour and the moderation of consumer adaptive-innovative characteristics |
| title_fullStr | Impacts of green marketing mix on consumer purchasing behaviour and the moderation of consumer adaptive-innovative characteristics |
| title_full_unstemmed | Impacts of green marketing mix on consumer purchasing behaviour and the moderation of consumer adaptive-innovative characteristics |
| title_short | Impacts of green marketing mix on consumer purchasing behaviour and the moderation of consumer adaptive-innovative characteristics |
| title_sort | impacts of green marketing mix on consumer purchasing behaviour and the moderation of consumer adaptive-innovative characteristics |
| topic | H Social Sciences (General) HG Finance HM Sociology |
| url | http://eprints.utar.edu.my/7040/ http://eprints.utar.edu.my/7040/1/Full_Report_May_2024_Mukhzamir_bin_Mahathir.pdf |