GREEN MARKETING: A
COMPARISON STUDY ON ENVIRONMENTALISM LEVEL OF CONSUMERS IN INDONESIA AND
MALAYSIA
By
SWINY ANDINA
ABSTRACT
This research is conducted in order to analyse the level of environmentalism of Indonesian and Malaysian consumer. The research is initiated on the model of Environmental Responsibility, Demographic Analysis of Green Consumer as well as Consumer Green Buying Behaviour. The model measures the level of this model measures Environmental Responsibility according to the 5 dimensions of Attitude, Knowledge, Behaviour and Willingness to Act and Actual Commitment. The Demographic Analysis of Green Consumer analysed the relationship between genders and the five dimensions of Environmental Responsibility, with the intention to find out which demographic characteristic actually affect the level of Environmental Responsibility. The Green Consumer Buying Behaviour analysed the buying behaviour of Indonesian and Malaysian consumers in terms of green products. The research methodology instigated all through the itinerary of this research includes distribution of questionnaires to both Indonesian and Malaysian consumers. Data collected were then analysed using two softwares, the Statistical Package for Social Science, better known as SPSS and Microsoft Excel 2000. The test used for this research includes the Independent T-test to analyse the level of Environmental Responsibility, Chi Square to analyse the Demographic Analysis of Green Consumer, and finally a combination of Frequencies, Independent T-test and One-way Anova to analyse Consumer Green Buying Behaviour. The outcome for the research yielded that although both Indonesian and Malaysian consumers are similarly concerns, aware and has high level of environmental responsibility towards environmental issues, they are simply not yet ready for a major green marketing movement and. moreover, Indonesian and Malaysian consumers psychological factors are still on the level of self-satisfaction and fulfilment and thus have not yet prepared to sacrifice surplus income, good quality, convenience, and brand enhancement for environmentally friendly products. In other words, The level of Environmentalism are high in both countries, although the actual commitment of green activities are not yet established due to several psychological, economical and political factors. Recommendations were made for the business sectors of both countries suggesting of whether or not to play-it-green at the current level of environmentalism in Indonesia and Malaysia. The general suggestion for the business sectors is to start paying more attention as well as involving more in Green Marketing activities allied with carefully planned strategy and time table which suites the current level of environmentalism of Indonesian and Malaysian consumers.
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Bachelor of Arts (Hons)In Marketing