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You searched Library Catalogue - Publisher: International development research centre,
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Call Number (WOU)
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SP CEMBA 2018 83
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Author
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Yong, Hooi Wen
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Title
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Factors influencing purchase intention of green products. / Yong Hooi Wen.
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Abstract
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Concern for environmental issues by various stakeholders has been increasing; companies have started to act in environmental responsive ways, many countries have been taking actions to protect the environment and consumers also have changed their purchase preference. This has lead o the emergence of green marketing. However, despite the increase concern for the environment, green products had not reached the expected level of market success. Therefore, understanding the purchase intention of consumers towards green products will help green marketing. The Theory of Planned Behavior was used in this context for determinants of green purchase intention. This study aims to o examine the relationships of environmental concern, health consciousness, peer pressure, perceived consumers effectiveness and price with purchase intention of green products of the people in Penang. Convenience sampling was used; a self-administered questionnaire were emailed or distributed and 69 usable questionnaires were obtained. The result of this study shows that all of the independent variables were positively and significantly influencing the purchase intention of green products and among the independent variables, health consciousness had the most significant effect on purchase intention of green products.
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Notes
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Final project report submitted in partial fulfilment of the requirements for the Degree of Master of Business Administration (CeMBA).
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Publisher/Year
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Penang : School of Business and Administration, Wawasan Open University, 2018.
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Subject
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Green products -- Malaysia.
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