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.