アカデミー・オブ・アントレプレナーシップ・ジャーナル

1528-2686

抽象的な

Consumer Perception Influence Towards Purchase Intention for Green Eco Lighting Products

Mohd Fazli Mohd Sam, Albert Feisal Muhd Feisal Ismail, Urul Hasyimah

In recent years, green marketing has been evolved, & many companies practice embracing green marketing. Companies develop new or improved products such as green eco lighting products that protect the environment by reducing energy consumption & meeting consumers' environmental needs. Green eco lighting products are energy-efficient lighting products that reduce energy consumption & are harmless products to the environment. The growing concern of companies & consumers towards the natural environment indicates consumer perception of green products. Hence, companies need to understand consumer perception towards green products to comprehend their needs &wants. Thus, this research aims to study consumer perception towards purchase intention for green eco lighting products. There are two research objectives: to understand the effect of demographic characteristics towards awareness of green eco lighting products & to investigate the relationship between consumer perception & purchase intention towards green eco lighting products. In this study, the researcher has selected 384 respondents as a sample to answer the questionnaire. For finding analysis, the researcher has used descriptive statistics, cross-tabulation, Cronbach's alpha, Pearson's correlation coefficient analysis, & multiple regression analysis by SPSS software to analyse the data. The findings show a significant positive relationship between eco-labels, green prices, green advertising, perceived environmental responsibility, & environmental knowledge regarding green purchase intention for green eco lighting products. To encourage consumers to make green purchases, the researcher suggests that marketers invest more in eco-labels & green advertising. Besides, the future researcher should study other factors that may influence green purchase intention, such as demographic & psychological factors.