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

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

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...

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Main Author: Logeswari, Uthamaputhran
Format: Thesis
Language:eng
eng
Published: 2013
Subjects:
GE Environmental Sciences
Online Access:https://etd.uum.edu.my/5172/1/s808844.pdf
https://etd.uum.edu.my/5172/2/s808844_abstract.pdf
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id my-uum-etd.5172
record_format uketd_dc
institution Universiti Utara Malaysia
collection UUM ETD
language eng
eng
advisor Ahmad, Fais
topic GE Environmental Sciences
GE Environmental Sciences
spellingShingle GE Environmental Sciences
GE Environmental Sciences
Logeswari, Uthamaputhran
A survey on integrated framework interpreting environmental awareness and marketing effectiveness on green product buying behavior
description 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
format Thesis
qualification_name masters
qualification_level Master's degree
author Logeswari, Uthamaputhran
author_facet Logeswari, Uthamaputhran
author_sort Logeswari, Uthamaputhran
title A survey on integrated framework interpreting environmental awareness and marketing effectiveness on green product buying behavior
title_short A survey on integrated framework interpreting environmental awareness and marketing effectiveness on green product buying behavior
title_full A survey on integrated framework interpreting environmental awareness and marketing effectiveness on green product buying behavior
title_fullStr A survey on integrated framework interpreting environmental awareness and marketing effectiveness on green product buying behavior
title_full_unstemmed A survey on integrated framework interpreting environmental awareness and marketing effectiveness on green product buying behavior
title_sort survey on integrated framework interpreting environmental awareness and marketing effectiveness on green product buying behavior
granting_institution Universiti Utara Malaysia
granting_department Othman Yeop Abdullah Graduate School of Business
publishDate 2013
url https://etd.uum.edu.my/5172/1/s808844.pdf
https://etd.uum.edu.my/5172/2/s808844_abstract.pdf
_version_ 1747827877083086848
spelling my-uum-etd.51722022-10-06T06:53:43Z A survey on integrated framework interpreting environmental awareness and marketing effectiveness on green product buying behavior 2013 Logeswari, Uthamaputhran Ahmad, Fais Othman Yeop Abdullah Graduate School of Business Othman Yeop Abdullah Graduate School of Business GE Environmental Sciences HF5549-5549.5 Personnel Management. Employment 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 2013 Thesis https://etd.uum.edu.my/5172/ https://etd.uum.edu.my/5172/1/s808844.pdf text eng public https://etd.uum.edu.my/5172/2/s808844_abstract.pdf text eng public masters masters Universiti Utara Malaysia Ahmad, A. L., Rahim, S. A., Pawanteh, L., & Ahmad, F. (2012). The Understanding of Environmental Citizenship among Malaysian Youths: A Study on Perception and Participation. Asian Social Science, 8(5), 85-92. Ajzen, I., & Fishbein, M. (1980). 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