Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE credits
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.
2019. , p. 48
Green consumerism, Green brand knowledge, Green product purchase intention, Attitude towards green brands