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Consumer Awareness, Green Marketing, Cultural Influence, Social Class Towards Green Product Acceptance

Nur Khairiennaz, Nazman (2015) Consumer Awareness, Green Marketing, Cultural Influence, Social Class Towards Green Product Acceptance. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

Nowadays, the concern about the environment is necessary for the green business. Since the awareness about green product still lack among the consumers, this research investigates the green product acceptance by determining awareness on consumer towards green product acceptance. By using simple random sampling method to generate one hundred respondents from Malacca, the respondents are assessed on Awareness, Green Marketing, Social Class, and Cultural Influence toward Green product acceptance. The Multiple Regression Analysis is used to see the relationships between independent and dependent variable. As a result, coefficient of determination is equal to 0.510, indicates that 51% of green product acceptance was determined by Consumer Awareness, Green Marketing, Cultural Influence, and Social Class. The finding also shows there is a significant effect of consumer awareness and cultural influence towards green product acceptance.

Item Type: Monograph (Project Report)
Uncontrolled Keywords: Consumer behavior
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HF Commerce
Divisions: Library > Projek Sarjana Muda > FPTT
Depositing User: Nor Aini Md. Jali
Date Deposited: 04 Apr 2016 03:35
Last Modified: 04 Apr 2016 03:35
URI: http://eprints.utem.edu.my/id/eprint/16001

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