To green or not to green : a study of moral and social factors influencing convenience in green purchase in a frugal society.

• Main Authors: Hoe, Vinette., Yeng, Hong Liang., Koh, Gabriel Fei Yang.
• Other Authors: Khoo Hong Meng
• Format: Final Year Project
• Language: English
• Published: 2013
• Subjects: DRNTU::Business::Marketing::Consumer behavior
• Online Access: http://hdl.handle.net/10356/51581
• Institution: Nanyang Technological University

This causal study intends to investigate the motivators of both frugal and non-frugal consumers for purchasing green in the context of convenience. The main objective is to provide green marketers, via our research findings, with an understanding of the influences, and to what extent do these influe...