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Factors affetin green product purchase intention: A comparative study of generation Z and generation Y
Mälardalen University, School of Business, Society and Engineering.
2019 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Date: 11.06.2019

Level: Bachelor thesis in Business Administration, 15 cr

Institution: School of Business, Society and Engineering, Mälardalen University

Authors: Robin Löjdahl (93/07/05), Santa Saedi (87/05/29)

Title: Factors affecting green product purchase intention – a comparative study of Generation Z and Generation Y.

Tutor: Rana MostaghelKeywords: Green brand knowledge, Green product purchase intention,Attitude towards green brands

Research question: How much does green brand knowledge and green brand attitude influence green product purchase intention?

Purpose: The purpose of this study is to investigate the drivers that affect consumers green product purchase intention.

Method: A self-administrated questionnaire was utilized to gather data from 126 respondents. Data were analyzed through statistical analysis software SPSS 24. Pearson correlation and linear regression approach, as well as one-way Anova tests, were performed.

Conclusion: Based on standardized path coefficients of our model, results show that green brand knowledge has the most significant influence on green brand attitude within both Generation Z and Generation Y. Both generational cohorts show similar results and variation between them is not significant. Later on, green brand knowledge impact on green brand attitude has also been found of positive influence for both generations with only slight differences.

Place, publisher, year, edition, pages
2019. , p. 48
Keywords [en]
Green consumerism, Green brand knowledge, Green product purchase intention, Attitude towards green brands
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:mdh:diva-43837OAI: oai:DiVA.org:mdh-43837DiVA, id: diva2:1322742
Subject / course
Business Administration
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Available from: 2019-06-18 Created: 2019-06-11 Last updated: 2019-06-18Bibliographically approved

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