The growing social and regulatory concerns for the environment lead an increasing number of companies to consider green issues as a major source of strategic change. In particular, this trend has major and complex implications on the technological strategy of a company and on its product innovations. Even though it is increased eco-awareness of Malaysian customers during the past few decades, there are some barriers to the diffusions of more ecologically oriented consumption and production styles. Therefore, companies are increasingly recognizing the importance of green marketing concepts.

The purpose of study was to investigate the consumer attitudes and perceptions towards eco- friendly products in FMCG sector and their willingness to pay on green products. This study was based on both primary and secondary data. The primary data were collected from the sample survey that was conducted in the three districts in western province such as Cyberjaya, Kuala Lumpur, and Petaling Jaya. 160 respondents were selected for the survey and respondents were asked to answer the prepared questionnaire. The questionnaire was designed to obtain the consumers attitudes and perception regarding eco-friendly FMCG products under four value added areas such as product designing, packaging, place and promotion that lead towards the motivation of consumption. The secondary data were collected from relevant journals, books and other published data.

The study revealed that the green products have substantial awareness among Malaysian customers and they are willing to pay something more on green products. The majority of customers considered that package is most important element of such products. The researchers have recommended some marketing strategies to meet changing mind set of customers towards the green products.

Excerpt

1.0 Introduction
2.0 Literature Review
3.0 Research Method
4.0 Research Results
5.0 Discussion and Conclusion
6.0 Reference
7.0 Appendix

Objectives and Key Themes

This study investigates Malaysian consumer attitudes and perceptions toward eco-friendly products in the FMCG sector and their willingness to pay more for such products. It aims to understand the factors influencing consumer behavior regarding sustainable consumption.

Consumer attitudes and perceptions towards eco-friendly products.
Willingness to pay a premium for green products.
The importance of product design, packaging, place, and promotion in influencing consumer choice.
The role of green marketing in the FMCG sector in Malaysia.
Barriers to the diffusion of ecologically oriented consumption in Malaysia.

Chapter Summaries

1.0 Introduction: This introductory chapter sets the stage for the research by highlighting the growing global concern for environmental issues and the increasing importance of green marketing. It emphasizes the significant role of the Fast-Moving Consumer Goods (FMCG) sector in Malaysia and its need to adopt eco-friendly practices. The chapter establishes the research background by discussing global warming's impact and the environmental challenges faced by Malaysia despite its relatively cleaner environment compared to other Asian nations. It positions the study within the broader context of consumer behavior and environmental responsibility, emphasizing the need to understand consumer attractiveness towards green products within the Malaysian FMCG sector.

2.0 Literature Review: (This section would contain a summary of the literature review chapter, elaborating on existing research on consumer behavior towards sustainable products, green marketing strategies, and the specific context of the Malaysian market. It would synthesize the key findings and arguments from various sources to provide a comprehensive overview of the existing knowledge base. The summary would be at least 75 words and discuss the significance of the reviewed literature for the current study.)

3.0 Research Method: (This section would contain a summary of the research methodology chapter, explaining the research design, data collection methods (primary and secondary data), sampling techniques, and the instruments used to gather information. It would discuss the rationale behind the chosen methodology and address its limitations. The summary would be at least 75 words and explain why the chosen methods are appropriate for the research questions. )

4.0 Research Results: (This section would contain a summary of the research results chapter, presenting the key findings of the study in a concise and clear manner. It would focus on the main results relevant to the research objectives, avoiding excessive detail. The summary would be at least 75 words and include a discussion of the major patterns and trends observed in the data.)

Keywords

Green Products, Sustainability, Eco-Awareness, Value Addition, Fast-Moving Consumer Goods (FMCG), Malaysian Consumers, Consumer Behavior, Green Marketing, Environmental Concerns.

Frequently Asked Questions: Malaysian Consumer Attitudes Towards Eco-Friendly Products in the FMCG Sector

What is the main topic of this study?

This study investigates Malaysian consumer attitudes and perceptions toward eco-friendly products in the Fast-Moving Consumer Goods (FMCG) sector and their willingness to pay more for such products. It aims to understand the factors influencing consumer behavior regarding sustainable consumption.

What are the key themes explored in the research?

The research explores consumer attitudes and perceptions towards eco-friendly products; willingness to pay a premium for green products; the influence of product design, packaging, place, and promotion on consumer choice; the role of green marketing in the Malaysian FMCG sector; and barriers to the diffusion of ecologically oriented consumption in Malaysia.

What is included in the Table of Contents?

The Table of Contents includes an introduction, literature review, research methodology, research results, discussion and conclusion, references, and an appendix.

What is covered in the Introduction chapter?

The introduction sets the research context by discussing the growing global concern for environmental issues, the importance of green marketing, and the FMCG sector's role in Malaysia. It highlights the impact of global warming and the environmental challenges faced by Malaysia, positioning the study within the broader context of consumer behavior and environmental responsibility.

What does the Literature Review chapter entail?

The Literature Review chapter (summary not provided in preview) would summarize existing research on consumer behavior towards sustainable products, green marketing strategies, and the Malaysian market. It would synthesize key findings and arguments to provide a comprehensive overview of the existing knowledge base.

How is the research methodology described?

The Research Method chapter (summary not provided in preview) would detail the research design, data collection methods (primary and secondary data), sampling techniques, and instruments used. It would justify the chosen methodology and address its limitations.

What are the key findings of the research?

The Research Results chapter (summary not provided in preview) would present the key findings concisely, focusing on results relevant to the research objectives and major patterns and trends observed in the data.

What are the keywords associated with this study?