Impact of Green Marketing on Young Consumers

Impact of unripe market on immature Consumers basic appearanceThis call for brooks an overview of reverse lightning grocery storeing (is also known as heathen and milieual grocery storeing), the touch of honey oil selling towards the boyish consumers in Malaysia. The first part covers scratch on look for problem, research objectives and research questions. seek BACKGROUNDThroughout the twentieth century, many technologies and business practices have contributed to the death of the very ecological systems on which the economy and life itself depends, including toxic contamination, depletion of fisheries and forests, landed estate erosion, and biodiversity loss (Ottman et al.,2006). legion(predicate) companies and consumers be beginning to respond to programs to help maintain the Earths natural resources, and unripened marketplaceing is making a comeback (Ottman et al., 2006). descent management researchers Stuart Hart and Mark Milstein argue that the e concla ve obtaining challenge of orbicular sustainability is catalyzing a fresh round of creative destruction that offers unprecedented opportunities for new environmentally sensitive innovations, markets, and products (Ottman et al., 2006).The progress of environmentalism in a country has material role in changing consumers buy deportment as wholesome as changing companys strategies to more than environmental friendly. harmonize to Kotler and Armstrong (2008), the first fly high of modern environment and quality of life by environmental root and concerned consumers whereas second wave which passed law and regulations governing practices impacting the environment. At the moment, environmentalism waves is merging into a third and stronger wave in which companies argon accepting state for doing no environmental harm by adopting policies of environmental and sustain environment and produce profit (Kolter et al, 2008).PROBLEM STATEMENTThe emerging trend of Go fountain in the ball- shaped is becoming more signifi dropt to the community in line with the festering awareness of global warming is accelerating, and the science that it is posing a serious threat to humanity and the worlds environment (Star Publications (M) Bhd, 1995-2011). fit to Our parking lot world research report 2008 survey conducted by global insight and information gathering TNS, United Kingdom and other European countries are showing high interest in adopting potpourris in modus vivendi and behavior in the past to benefit the environments. The environmentalism in Asian countries especially for Thailand and Singapore are dismantle more distinct with and through the participation adaptation in environmental protection and fountain obtains through the confinement of political relations. On the aspect of eco-friendliness of habits and behaviours except 8% of Malaysian respondents responded they have changed their behaviour in a great deal to benefit the environment (Nabsiah Abdul Wahid et al, 2011). patronage the social adaptation of environmental consumption is rising, research indicates that many unripened products have failed be accept of marketers myopic focus on their products viridity over the broader expectations of consumers or other market players (such as regulators or activists) (Ottman et al., 2006).On the other hand, Tully and Schonfeld (1994) entrap that youthfulness consumers showing high concerned with social issues, particularly environmentalism. Many products are begin to tailored to suit young consumers as this group is representing a new multiplication of consumers with a strong potential impact on the type of goods and services offered in the market (Tan Lau, 2009). It is undeniable that young consumers play a relatively significant consumers segment in the market as many researchers have been analyze the behaviour and consumption patterns of this group which are the future selling planners, policy makers and the new educator s of the new economy.Therefore, the research is striving to find out how young consumers in Malaysia aware of verdure merchandising? Does super C marketing effectively changes the adaptation of spurt purchases among young consumers? question OBJECTIVESThe objectives of this theme are as followingTo review the ideal of atomic number 19 marketing in consumer market.To analyse the environmental awareness, billet and experience of young consumers in Malaysia.To evaluate the way that young consumers aware of dark- common land marketing.RESEARCH QUESTIONWhat is the concept of car park marketing in consumer market?What are the extent of environmental awareness, bearing and knowledge of young consumers in Malaysia?How the young consumers aware of green marketing?SIGNIFICANT OF STUDYThe study aims to contribute the understanding of how young consumers perceived virtually green marketing in Malaysia. The research leave examined the train of awareness of young consumers towards g reen marketing whether it go forth leads to positive environmental knowledge and attitude in making purchases. At the end of research, it is believed to provide some insights to green marketers regarding how they stinker expand their operation in Asia especially in Malaysia (Elham Rahbar and Nabsiah Abdul Wahid 2011).LITERATURE refreshenGreen marketingGreen marketing is delimitate as holistic marketing concepts where in the production, marketing consumption and disposal of products and services give-up the ghost in a manner that is less detrimental to environment with growing awareness about the implications of global warming, non-biodegradable solid waste, harmful impact of pollutants etc (Tariq Ahmad, 2010). Kotler Armstrong (2008) defined it as an organized movement of concerned citizens and government to protect and upraise peoples living environment. The concept is starting to popularize in many countries and companies as a cognitive persuasion strategies to involve envi ronmental costs into the consumers decisiveness forge (Suplico, Luz T, 2009) especially in their purchases of goods and services. Marketers always coined the term ecological marketing, green marketing, environmental marketing, eco-marketing and sustainable marketing (Coddington, 1993, Fuller, 1998 and Ottman, 1998) as a label of the greenness of their product and services.Despite many agree with the the right way function of green marketing, green products is still remained as niche goods attributed to marketers selling strategy which only to committed ethical consumers without the aid of mainstream marketing techniques (Josephine Pickett-Baker and Ritsuko Ozaki, 2008). Thus, many companies has started to include green concept in advertising as a way to associate consumers with their environmental friendly product and services.Green advertisingGreen advertising is known as environmental advertising which include popular toll such as recyclable, environmentally friendly, ozone s afe and biodegradable (Clare DSouza Mehdi Taghian, 2005). Consumers response towards green advertising may turn out to be effective when the products meet their needs and aligns with their values (e.g saving money on fuel and change magnitude childrens safety) (Josephine Pickett-Baker Ritsuko Ozaki, 2008). Some consumers response negatively towards the messages in green advertising collectible to the credibility of green advertising is relatively low (Kilbourne, 1995) which is insufficient for attitudes change towards the advertisement leads to changes in set attitudes (Gorn 1982 Lutz, Mac Kenzie and Belch, 1983 Mitchell and Olson, 1981). However, the study of Davis (1993) revealed that consumers weak response to environmental advertising is non the consequence of consumers averseness to take bodily process and change their behaviour to purchase green products rather consumers are un entrusting to change their purchase behaviour given the manner in which green products have been promoted and advertised (Elham Rahbar and Nabsiah Abdul Wahid, 2011). However, many authors believe advertising works headspring when it tries to appeal to those values that drive consumer decision processes (Josephine Pickett-Baker, Ritsuko Ozaki, 2008) Hawkins et al. (1998) explain how the emotional contentedness in advertisements increases attention, a critical step in the intuition process. delirious messages may be treat more thoroughly and remembered better as a result of increased alertness. It is reasonable to assume that advertising green products using emotional content would be more successful (Josephine Pickett-Baker Ritsuko Ozaki, 2008). Mendleson (1994) even commented that marketers should emphasize the ecological knowledge in their organizations, their products and their advertising in post to achieve the goal of changing the consumer purchasing behaviour (Elham Rahbar and Nabsiah Abdul Wahid, 2011)Young consumers extension Y is the prevalent group of you ng consumers born amid the historic period of 1980-1994 (Halstead, K, 2006 cited in Tee, 2007) which has greater purchasing power than any prior generation and it will heavily go markets in the near future (Martin and Turley). Gen Y learns to shop at young age will eventually make out their shopping behaviour as adults (Ward, as cited in Halstead K, 2006). Therefore, it came as no surprise that many marketing and promotional efforts are targeted at this group of growing young consumers (Tan Lau, 2009) from consumer acceptance of unethical consumptions). Pratt et al. (1983) in their study pitch that young consumers very much differ from elderly consumers in terms of their honorable thinking (Tan Lau, 2009). This group of people are more open object and strongly influence what happens in their homes (Josephine Pickett-Baker and Ritsuko Ozaki, 2008)Young consumers purchase decisionAccording to Kotler and Armstrong, consumer purchase decision involves three major components c ommentarys, process and output (). The input exists of both internal and external influences. The output component involves the purchase behaviour and the post-purchase evaluation. The process component involves the psychological field such as motivation, perception, learning, nature and attitudes (Kotler Armstrong, 2008 cited in Luz T. Suplico, 2009). The study followed the proposed model of consumer decision-making process used in Luz T. Suplico (2009) that involves inputs, process and the output. Inputs will include environmental attitude, knowledge and the extent of awareness to green marketing (Peter Olson, 2009 cited in Luz T. Suplico, 2009). The expected output is the whether the consumers choose to purchase the product.Green consumptionGreen consumption defined as contradicted as consumer concerns about the environment do not necessarily behave in a green way in general, or in their purchasing (Josephine Pickett-Baker Ritsuko Ozaki, 2008). Green consumption began when c onsumers purchase behaviour is influenced by environmental concerns (Shrum, McCarty Lowrey, 1995 cited in Clare DSouza Mehdi Taghian, 2005). take aim found that people who are environmentally conscious do not necessarily behave pro-environmentally for example, people might throw rubbish apart when most people around them do so (reactive process, as impertinent to intentional decision making (Ohtomo and Hirose, 2007 cited in Josephine Pickett-Baker Ritsuko Ozaki, 2008). In most slips, consumer will experience an improvement of environmental quality only when major sectors of the global population pursue generalized green consumer behaviour. Thus, the perceived individual customer benefit might not be a sufficiently powerful motivation to green purchasing (Belz and Dyllik, 1996 cited in Patrick Hartmann, Vanessa Apaolaza Ibez, 2006).environmental cognizanceEnvironmental awareness and behaviours were found to be influenced by values, attitudes and knowledge (Haron et al, 2005) . German scholars of Pakistan have added that the buyers level of awareness will affect attitude to environmental protection, the attitude of the environmental protection will affect the attitude of his green lifestyle, people with positive attitude of green lifestyle will gnarled in the purchase of green product and consumption activities (Juan Zhang, 2010, p.178). Unfortunately, in the case of Malaysia, the environmental awareness is still very low from the view of the impressiveness of separating household solid waste and involvement in recycling programmes (Haron, S.A., Palm, L. Yahaya, N., 2005, p.428).Environmental AttitudeAttitudes are the most consistent explanatory factor in predicting consumers willingness to pay for green products (Chyong et al., 2006 cited in Tan, Lau, 2010, p.30). Consumers product purchasing decisions are often based on their environmental attitudes (Irland, 1993 Schwepker and Corn substantially, 1991 cited in Tan Lau, 2010). Environmental attitud e is defined as the individuals value judgement of environmental protection which taps the individuals cognitive assessment of the value of the environmental protection (Lee, 2008 cited in Nabsiah Abdul Wahid et al, 2011). However, the look at and attitudes for green products is likely to be uneven across different market segments and cultures (Ottman Peattie, 1992 cited in Elham Rahbar and Nabsiah Abdul Wahid 2011) which need to be closely study.Environmental friendshipIn numerous studies, knowledge is an important factor in consumers decision-making process. Cohen (1973) commented that green marketing activities had play an important influence on increasing consumer knowledge and in shifting consumer into purchasing green products (Elham Rahbar and Nabsiah Abdul Wahid, 2011). Findings of Gendall et al reveals that men tended to have more knowledge than women younger people tended to be more knowledgeable than cured people and the higher the level of statement, the higher the level of knowledge (Haron, S.A., Palm, L. Yahaya, N. 2005, p.428). However, they reason out that generally the overall level of knowledge of Malaysian teenagers is low, especially among those studying in the arts stream compared with those studying in the sciences stream. (Haron, S.A., Palm, L., Yahaya, N., 2005, p.428). Bradley et al. (1999) commented that environmental education is able to create environmental awareness and promote environmentally creditworthy behaviour (cited in Tan, Lau, 2009). Malaysian government has been promoting sustainable consumption practices among the human beings in various strategies. Social advertising is one of the approaches of Malaysian government to educate and foster environmental concern among the public (Haron et al., 2005).HYPOTHESISReferencing from the real literature, it is thus hypothesized thatHI Green marketing has a positiveH2H3RESEARCH METHODOLOGYTHEORETICAL FRAMEWORKIndependent versatileDependent VariableImpact of Green market ing on procure Behaviour of Young Consumers in MalaysiaEnvironmental AwarenessEnvironmental AttitudeEnvironmental KnowledgeRESEARCH traffic patternFor the purpose of this study, descriptive research will be undertaken using quantitative methodology to examine the impact of green marketing on young consumers purchase decision, environmental awareness, attitude and knowledge.SAMPLING DESIGNTarget PopulationThe target population for this study will be the under graduate, graduate and postgraduate students age ranging 18 to 25 long time old. The reason of choosing individuals above this age is because they are familiar with purchasing of products and are also empowered in their decisions for choosing the right items between many accessible choices, therefore, considerate to environmental issues in their purchasing behaviour (Elham Rahbar and Nabsiah Abdul Wahid, 2011).Sampling techniqueIn this study, cluster take is deployed as it is a type of hazard sampling where a random of sub groups is selected and all members of the subgroups become part of the strain (David A. Aaker, V. Kumar, George S Day, Robert P. Leone, 2010). By using probability sampling technique, the research findings can be generalized to the target population with a specified level of confidence ( bull et al., 2007).The advantage of cluster sampling is able to enhance sampling efficiency improved by decreasing cost at a faster rate than accuracy. The limitation of cluster sampling is resulted in relatively imprecise samples, and it is difficult to form heterogeneous cluster because, for example, household in a block tend to be similar rather than unhomogeneous (David A. Aaker, V. Kumar, George S Day, Robert P. Leone, 2010).Sampling locationThe questionnaire survey will be conducted in quartet nonpublic colleges or universities in Klang Valley in localize to enhance the results of the findings.Sampling sizeThe sampling size involved in this study will be 400 participants either in private colleges or universities in Klang Valley.DATA COLLECTIONThe selective information collections of this study consist of primary data and secondary data. Primary data will be collected through the distribution of questionnaires. James P. Neelankavil (2007) stated that secondary data collection is an important step in the research process because it is the paint to accomplishing low cost research programme. The secondary data is retrieved from different websites, newspaper, magazines, diary articles database such as Emerald insight and Anglia Ruskin e-library which is both permanent and available in a form that may be checked relatively easy by other (Denscombe, 1998 cited in Saunders, M., Lewis, P. Thornhill, A., 2007). However, the secondary data might fails to provide the information that appropriate to answer the research questions or research objectives will result in invalid answers (Kelvin, 1999 cited Saunders, M., Lewis, P. Thornhill, A., 2007)PILOT STUDYAccording to Zikm und, et al (2010) the questionnaire has to be pretested to ensure the respondents understand the intended meaning of the questions as well as checking the problems attached in the wording and measurement. Thus, pilot study will be conducted by circulating 200 questionnaires among universities or colleges which the result is important to check the reliability and suitability the instrument.MEASURESThe questionnaire will be divided into four sections. The first section will include demographic information which fitting from the study of Fong (2006) on environmental orientation of consumers in Malaysia (Nabsiah Abdul Wahid et al., 2011). The second section include theThe third section of the questionnaire measuring on the respondents environmental attitude, the respondents environmental awareness and respondents green purchasing behaviour based on a 5-point Likert scale (1 = strongly disagree, 5 = strongly agree) and (1 = never, 5 = always) is used in the study of Nik Abdul Rashid and Elham Rahbar and Nabisha Abdul Wahid.DATA ANALYSISFor this research, the data will be processed using statistical techniques which include factor outline, descriptive summary, and multiple reasoning backward psycho psychoanalysis.Factor abbreviationFactor analysis which is one type of multivariate analysis is used to define the underlying structure called factors among the variables in the analysis (Hair et al., 2007). Factor analysis will performed using the all the variables in this study to test whether the concept is correctly theorized.Descriptive AnalysisDescriptive analysis involved summarizing and transforming the data into an understandable and interpretable mode (Zikmund et al., 2010). Descriptive analysis will be utilized in most parts of the analysis using mean and standard deviation of variables to help researchers understand the respondents perception of variables and other detailed analysis that were performed (Elham Rahbar and Nabsiah Abdul Wahid, 2011).multipl e Regression AnalysisMultiple regression analysis will be performed to analyze the relationship between a dependent variable and independent variables and addressed hypothesis (Coakes and Steed, 2001 Hair et al., 1998 cited in Elham Rahbar and Nabsiah Abdul Wahid, 2011). The control variables to be analyse included age and educational level of respondents whom constantly influenced by environmental knowledge (Haron et al, 2005).LIMITATIONSThere are few limitations in this study. Firstly, the main limitation is the study will undefended for colleges or universities students in Klang Valley only. Therefore, the result may not be appropriate to generalize finding to all young consumers in Malaysia. cartridge clip SCALESREFERENCESAfzaal Ali, Athar Ali Khan, Israr Ahmed Waseem Shahzad, 2011. Determinants of Pakistani Consumers Green Purchase Behavior Some Insights from a Developing Country. International Journal of Business and Social Science e-journal 2(3) useable at Accessed 18 Apri l 2011.Clare DSouza Mehdi Taghian, 2005. Green advertising affect on attitude and theme. Asia Pacific Journal of merchandise and Logistics e-journal 17(3) purchasable through Emerald class Publishing express database Accessed 13 February 2011.David A. Aaker, V. 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