Factors influencing the awareness and purchase of "green" cosmetics
Much research has been done on the purchase intention and awareness level of environmental-friendly products in general. It has been noted, however. that none of these studies address a specific environmental-friendly product. As such, this study examines the purchase intention and awareness leve...
Saved in:
| Main Authors: | , , |
|---|---|
| Other Authors: | |
| Format: | Final Year Project |
| Language: | English |
| Published: |
2015
|
| Subjects: | |
| Online Access: | http://hdl.handle.net/10356/63043 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Institution: | Nanyang Technological University |
| Language: | English |
| Summary: | Much research has been done on the purchase intention and awareness level of
environmental-friendly products in general. It has been noted, however. that none
of these studies address a specific environmental-friendly product. As such, this
study examines the purchase intention and awareness level of female Singaporeans
towards green cosmetics. A modification of the Ajzen and Fishbein's Theory of
Reasoned Action was used to highlight factors, such as subjective norms and
attitude towards behaviour, that can influence behavioural intention.
Factor Analysis, Regression Analysis and the Chi-Squared Test of Independence
were performed on the data collected. The demographic and sociopsychological
characteristics of respondents who responded positively to green cosmetics were
found. The results revealed that socially responsible consumers tend to have a
higher awareness level and positive purchase intention towards green cosmetics.
Awareness level was found to be higher in consumers who were between the age
of 16-35 and whose monthly income was $2000 and above. These consumers tend
to have received a high level of education and majority of them were executives,
managers and professionals. It was also found that generally, women perceived
green cosmetics as inexpensive, high quality and image as well as easily available in
Singapore. On the whole, the findings on subjective norms and attitude towards
behaviour showed that there was no significant relationship between behavioural
intention and purchase intention.
Consequently, this report offers specific implications for the findings and future
research will also be discussed. |
|---|