Determinants of ‘green’ purchase behaviour among young Singaporeans.

• Main Authors: Ng, Priscilla Liu Yi., Chua, Yu Yan., Yeo, Walter Shaohong.
• Other Authors: Nanyang Business School
• Format: Final Year Project
• Language: English
• Published: 2011
• Subjects: DRNTU::Business::Marketing::Environmental::Green marketing
• Online Access: http://hdl.handle.net/10356/44191
• Institution: Nanyang Technological University

This study aims to investigate the determinants of ‘green’ purchase behaviour among young Singaporeans who are quite familiar with environmental issues. The main objective of the study is to examine the impact of price, ‘green’ advertising, collectivism, family influences, ecological knowledge and ecological concern on young Singaporeans’ ‘green’ purchase attitudes. Additionally, we want to examine if such attitudes will lead to intention of ‘green’ purchase to explain young Singaporeans’ positive ‘green’ purchase behaviour. We have developed a total of 7 hypotheses based on the conceptual framework constructed which is derived from various literature reviews. Convenience sampling is used and data was collected by self-administered online questionnaire. Data analyses are performed on the 462 useful questionnaires out of the 520 responses received. The results show that price has the largest impact on young Singaporeans’ attitudes towards ‘green’ purchase, followed by ‘green’ advertising, ecological concern and collectivism. Their impacts are however weak. We have also found that family influences and ecological knowledge do not have a significant impact on ‘green’ purchase attitudes and thus intention. Possible explanations for these results are discussed. A moderate positive relationship is found between ‘green’ purchase attitudes and intention, which supports the ‘green’ purchase behaviour of young Singaporeans.