Factors affecting young Malaysians' intention to purchase green products
Green marketing refers to holistic marketing concept in which it involves production, marketing, consumption and product disposal in a way that is less harmful to the environment.The purpose of this study was to examine the influence of knowledge, perceived value, eco-label, and social influence on...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Merit Research Journals
2015
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| Subjects: | |
| Online Access: | http://repo.uum.edu.my/16241/1/119.pdf http://repo.uum.edu.my/16241/ http://www.meritresearchjournals.org/bm/content/2015/May/Sharaf%20et%20al.htm |
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| Institution: | Universiti Utara Malaysia |
| Language: | English |
| Summary: | Green marketing refers to holistic marketing concept in which it involves production, marketing, consumption and product disposal in a way that is less harmful to the environment.The purpose of this study was to examine the influence of knowledge, perceived value, eco-label, and social influence on the intention of future green products purchasing among young Malaysian.The sample size of this study was 250 students.The results of this study showed that social influence have a relationship with young consumers’ intention to purchase green products, however knowledge and eco-label had no influence. This research brings a better understanding on young consumers’ intention towards future green purchasing in Malaysia. |
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