A survey on integrated framework interpreting environmental awareness and marketing effectiveness on green product buying behavior

• Main Author: Logeswari, Uthamaputhran
• Format: Thesis
• Language: English; English
• Published: 2013
• Subjects: GE Environmental Sciences; HF5549-5549.5 Personnel Management. Employment
• Online Access: https://etd.uum.edu.my/5172/1/s808844.pdf; https://etd.uum.edu.my/5172/2/s808844_abstract.pdf; https://etd.uum.edu.my/5172/
• Institution: Universiti Utara Malaysia

Green issue was not a forefront customer concern in the 1970s and 1980s due to the limited knowledge pertaining to its importance to protect the environment. However, of late the need for enhancing the green concept is an essential to avoid environmental uncertainties. Thus, creating environmental awareness or concern through appropriate channels of communication that easily reach to the public would provide favourable results. However, this green environmental issue requires further investigation in order to generate more knowledge and inputs in tackling this issue. Thus, this study was conducted among university students assuming they have more exposure regarding this environmental or green issue. The purpose of present study is to determine green buying behaviour among Universiti Utara Malaysia (UUM) undergraduate students using environmental awareness or concern and marketing effectiveness as independent variables and intention as a mediator. A questionnaire survey was administered to a sample of 375 UUM undergraduates. The data collected was then analysed using the multiple regression method. This study showed that there were environmental awareness or concern among UUM undergraduates, which in turn mediated their buying behaviour. Thus, the findings explain that environmental awareness or concern, marketing effectiveness and intention had significant impact on green buying behaviour. In addition, the findings of his study can be used by the public and marketers to encourage proenvironmental behaviours and also by producing effective marketing techniques for green products. This study has improved the understanding of pro-environmental buying behaviour and its antecedents from individual approach. In addition this study confirms suitability of Theory of Reason Action (TRA) as theoretical grounding green buying behaviour studies by employing multiple regression technique