Citrananda, Saskya and Adam, M. Riyadh Rizky (2019) Identifying Factors Affecting Millennials’ Green Purchase Intention. Bachelor thesis, Swiss German University.
|
Text
Saskya Citrananda 11503067 TOC.pdf Download (1MB) | Preview |
|
![[img]](http://repository.sgu.ac.id/style/images/fileicons/text.png) |
Text
Saskya Citrananda 11503067 1.pdf Restricted to Registered users only Download (273kB) |
|
|
Text
Saskya Citrananda 11503067 2.pdf Restricted to Registered users only Download (304kB) |
|
|
Text
Saskya Citrananda 11503067 3.pdf Restricted to Registered users only Download (799kB) |
|
|
Text
Saskya Citrananda 11503067 4.pdf Restricted to Registered users only Download (955kB) |
|
|
Text
Saskya Citrananda 11503067 5.pdf Restricted to Registered users only Download (349kB) |
|
|
Text
Saskya Citrananda 11503067 Ref.pdf Download (809kB) | Preview |
Abstract
Although DemiBumi has managed to generate an innovative eco-friendly household products and gathered a fair amount of recognition, the brand still struggles to gain customers. Since the enhanced level of consumer awareness of green products, green consumerism has gained increasing attention. The objective of this study was therefore to examine the impact of the perception of green products’ consumers on the intention of green purchase. In this study, perception of green products was conceptualized as a multidimensional variable comprised of eco label, green packaging, green product value, green corporate perception and price. By using an online survey, a total of 155 questionnaires from Millennials respondents aged in Jabodetabek region were collected. The findings showed that eco-label, green packaging, green product value, green corporate perception and price influenced green purchase intention positively. The findings also revealed that eco-label, green product value and price made the largest contribution in influencing green purchase intention among consumers. In contrast, both green corporate perception and green packaging had a lesser significant impact on consumer intention to purchase green products.
| Item Type: | Thesis (Bachelor) |
|---|---|
| Uncontrolled Keywords: | Green Marketing ; Eco Label ; Green Packaging ; Green Product Value ; Green Corporate Perception |
| Subjects: | H Social Sciences > HF Commerce > HF5001 Business |
| Divisions: | Faculty of Business Administration and Communication > Department of Business Administration |
| Depositing User: | Adityatama Ratangga |
| Date Deposited: | 18 May 2020 04:15 |
| Last Modified: | 18 May 2020 04:15 |
| URI: | http://repository.sgu.ac.id/id/eprint/346 |
Actions (login required)
 |
View Item |