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.
Table of Contents
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
Research Objectives and Themes
This study investigates the factors influencing the purchasing behavior of working consumers in Malaysia toward green products within the fast-moving consumer goods (FMCG) sector, specifically examining the relationship between environmental attitudes, social influence, and individual perception.
- Consumer attractiveness towards eco-friendly products in the FMCG sector.
- The influence of value-added areas (product, package, place, promotion) on consumption motivation.
- The impact of psychological and social factors on green purchasing behavior.
- The role of government initiatives in promoting sustainable consumption habits.
Extract from the Book
2.1.1 GREEN CONSUMER AND GREEN PRODUCTS
Green consumers are defined as consumers who are concern, care and pay close attention to the environmental issues (Soonthonsmai, 2007). Green consumers always have a clear mindset that they have the responsibility to the environmental protection and concern for the environment issues. Therefore, green consumers always purchase products that have less environmental impact. Green consumers also defined by Renfro (2010) as the people who support businesses that trade in the environmental friendly or green manner. Therefore, not only organic product will be buy by green consumers, those products that have eco-label or eco-friendly packing will always being chosen by green consumers. In addition, corporates or companies such as Starbucks and The Body Shop are actively participate in the fair trade or environmental save programme. This practice will be always supported by green consumers. Table 1 show the different types of green consumers and their implications for the green marketers. For better understanding of the green consumers, it was essential to have some knowledge and understandable about the green products.
Summary of Chapters
1.0 Introduction: Provides an overview of green marketing and its relevance to the Malaysian FMCG sector, outlining the research background and objectives.
2.0 Literature Review: Examines existing theories and empirical studies regarding green consumerism, purchase behavior, and the conceptual framework of the research.
3.0 Research Method: Details the research design, quantitative data collection processes, sampling techniques, and statistical tools used for data analysis.
4.0 Research Results: Presents the findings from the survey, including demographic profiles, factor analysis, reliability statistics, and inferential analysis of the research hypotheses.
5.0 Discussion and Conclusion: Interprets the findings, discusses the theoretical and managerial implications, addresses study limitations, and offers recommendations for future research.
6.0 Reference: Lists the academic sources and citations used throughout the study.
7.0 Appendix: Includes the research questionnaire used for data collection.
Keywords
Green Products, Sustainability, Eco Awareness, Value Addition, Fast-moving Consumer Goods, Green Marketing, Consumer Behavior, Environmental Concern, Malaysia, Quantitative Research, Purchase Intention, Environmental Responsibility, Market Segmentation, Social Influence, Environmental Attitude
Frequently Asked Questions
What is the primary focus of this research?
The research focuses on identifying the key factors that influence the purchasing behavior of working consumers in Malaysia specifically regarding eco-friendly or sustainable products within the FMCG sector.
Which sectors does this study emphasize?
The study primarily emphasizes the Fast-Moving Consumer Goods (FMCG) sector, as it is a large economic area that significantly impacts environmental sustainability through consumption.
What is the core objective of the research?
The core objective is to determine whether factors like social influence, environmental concern, and government initiatives have a significant relationship with green purchasing behavior among working consumers.
What scientific methodology does the author employ?
The author uses a quantitative research design, gathering primary data via self-administered questionnaires and analyzing them using statistical tools such as SPSS, factor analysis, and multiple regression.
What does the main body of the work cover?
The main body covers the literature review on green marketing, the research framework based on Theory of Planned Behavior, the methodology for data collection, empirical results, and a concluding discussion on the findings.
Which keywords best characterize this work?
The work is characterized by terms such as Green Products, Sustainability, Eco Awareness, Green Marketing, and Consumer Behavior.
Does the study find a significant link between monthly income and green purchases?
Yes, the study concludes there is a significant difference between monthly income levels and green purchase behavior, with higher income segments showing a higher propensity for such purchases.
Does gender play a major role in green purchasing in Malaysia according to this study?
No, the research found no significant difference between male and female working consumers regarding their green purchase behavior, suggesting that both genders share similar concerns for the environment.
How does the author explain the "value-action gap"?
The author defines the value-action gap as the discrepancy between the high value individuals place on the environment and the relatively low level of actual action taken to support it through purchasing decisions.
Is government initiative considered a strong predictor for green purchases in this specific study?
Interestingly, the study found that government initiative had no significant influence on the purchasing behavior of working consumers, suggesting that internal and personal factors are more powerful drivers.
- Arbeit zitieren
- Yusuf Balarabe Abdullahi (Autor:in), 2018, Factors that influence Consumer Behaviour towards buying Sustainable Products, München, GRIN Verlag, https://www.grin.com/document/436289
