Farmers perception toward the implementation of green marketing in paddy production: case study in KADA / Nur Aeni Ramli

Green Marketing involved any activities that focus to solve out the environmental problem and to provide the solution to the problem. The implementation of green marketing consists of all activities to provide a product or services that can satisfy the consumer needs and wants occurs with the minimal harmful impact on the environment. Due to the pollution issues, the Green Marketing implementation is very important to reduce the environmental pollution and to protect our ecosystem. The objective of the study is to determine the factors that influence the farmer’s perception toward the green marketing implementation in paddy production. The survey method was used for data collection. The questionnaire has been distributed to 97 respondents. The statistical package for science computer software (SPSS) was used to analyse the data. The KMO is 0.904 which indicates that the value is appropriate for the data. The factor analysis result represented 2 factors that have eigenvalue >1. First factor is Government factor and the second one is farmer’s knowledge. Therefore, it can be concluded that there was relationship between the government policy and farmers perception toward the green marketing implementation in paddy production. As recommendation the government should be more active in encouraging the farmers to implement the green marketing in paddy production.