The influence of consumers' perception of green products on green purchase intention

Kong , Tian Soon @ Wilson (2012) The influence of consumers' perception of green products on green purchase intention. Masters thesis, Universiti Malaysia Sabah.

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Abstract

The purpose of this study is to examine the influences of consumers' perception of green products on green purchase intention among Sabahan consumers. A modified framework adapted from D'Souza, Taghian, Lamb and Peretiatkos (2006) was used for this study. Individual consumers aged above 18 years old were the unit of analysis of this study. By using questionnaires survey, a total of 208 returned questionnaires were collected throughout Kota Kinabalu area. However, only 159 questionnaires were valid and used for data analysis. The findings of the present study confirmed that green corporate perception, eco-Iabel and green product value have positively significant influences on green purchase intention. The results of the study also revealed that eco-Iabel and green product value make the largest contribution in influencing consumer green purchase intention among Sabahan consumers. In contrast, both green advertising and green packaging have no significant impacts in influencing green purchase intention among Sabahan consumers.

Item Type:Thesis (Masters)
Uncontrolled Keywords:influence, consumer's perception, green product, green purchase intention
Subjects:H Social Sciences > HF Commerce
Divisions:SCHOOL > School of Business and Economics
ID Code:6078
Deposited By:IR Admin
Deposited On:23 May 2013 12:57
Last Modified:23 May 2013 12:57

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