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1.5 Scope of Study
This study covers for both male and female consumers that are using the green product in Melaka Tengah. Melaka have their vision which
is “Melaka Maju Negeriku Sayang Negeri Bandar Teknologi Hijau
” in 2020. This theme and from this study, can determine how far Melaka residents attention to using the green product in
their daily life.
1.6 Limitation of Research
The limitations of this study are insufficient marketing and understanding about green product in the market. People do not aware existence of the green
product in the market nowadays.
Target population is another factor that limits this study because the target population is only at Melaka state. Nevertheless, the willingness of respondent to
answer the questionnaires is also not known.
1.7 Significant of Study
The significant of study was to identify the factors influence customer perception of green product purchase intention. This information was helpful in
understanding the relationship between consumer perceptions on green product and how was their purchase intention to buy it. The findings provide the consumers with
information that will make them aware existence of green product in the market. In addition, the findings also provide organization with information that will make them
recognize the effectiveness of green product as it does not only benefit the consumers but also the organization.
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1.8 Summary
This summary includes background of study, problem statement, research questions, research objective, scope of research, limitation of study and significant of
study. The further chapter will be more explain and discuss about literature review.
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CHAPTER 2
LITERATURE REVIEW
2.1 Introduction
This chapter highlights the literature review of the factor influence consumer perception on green product in terms of green purchase intention. This study also
aimed to understand relationship between consumer perception and purchase intention which clarifies on how green product can affecting their purchase intention.
This study used various reference materials as guidelines such as journals, books, thesis and other printed medium. The information from this research can be used to
strengthen the understanding and conceptualized research framework.
2.2 Definition