The Influence of Green marketing, Syariah Compliance, Customer’s Environmental Awareness and Customer’s Satisfaction towards Muslim Consumer Purchasing Behaviour in Kedah

Abstract

Day to day Muslims and non-Muslims customers are seeking for clean products and services which follows Islamic Shariah compliance principles. The purpose of this study is to identify the influencing factors of green marketing, Shariah compliance, customer’s environmental awareness and customer’s satisfaction towards Muslim purchasing behaviour at Kedah, Malaysia. A random sampling technique used to collect the respondents in Kedah, Malaysia also with quantitative approach through structured questionnaires developed from previous research. A total of 403 online survey questionnaires were distributed through Whatsapp application and Facebook pages. Data analysis were done with SPSS 25.0. Methodologies such as Pearson Correlation and Multiple Regression Analysis were used to analyse data collected. Findings revealed that consumer purchasing behaviour has a positive and significant relationship with green marketing, Shariah compliance, customer’s awareness and customer’s satisfaction. Finally, this study is concluded with discussion, limitations of the study and some suggestions for future researches