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Green product purchase intention among young consumers in Kota Kinabalu, Sabah / Christina Corren Mahidal

This research aims to understand the determinants that influence purchase intention towards green product of young consumer groups among 18 to 28 years old. In this research, a total of 132 respondents were surveyed through self-administered questionnaire approach. The relationship between attitude,...

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Main Author: Mahidal, Christina Corren
Format: Student Project
Language:English
Published: 2018
Subjects:
Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling
Purchasing. Selling. Sales personnel. Sales executives
Online Access:https://ir.uitm.edu.my/id/eprint/97222/1/97222.pdf
https://ir.uitm.edu.my/id/eprint/97222/
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id my.uitm.ir.97222
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spelling my.uitm.ir.972222024-06-23T15:31:02Z https://ir.uitm.edu.my/id/eprint/97222/ Green product purchase intention among young consumers in Kota Kinabalu, Sabah / Christina Corren Mahidal Mahidal, Christina Corren Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling Purchasing. Selling. Sales personnel. Sales executives This research aims to understand the determinants that influence purchase intention towards green product of young consumer groups among 18 to 28 years old. In this research, a total of 132 respondents were surveyed through self-administered questionnaire approach. The relationship between attitude, willingness to pay, subjective norm and perceived behavioural control were tested by using IBM SPSS 24 and Smart PLS 3.0. The result of this research revealed that attitude and perceived behavioural control showed positive relationship towards green product purchase intention. Meanwhile, subjective norm and willingness to pay does not showed supported towards green product purchase intention. Moreover, this paper suggested that more attention should be given to young consumer and encourage them more in purchasing green product in Malaysia, especially among young millennials in Sabah. 2018 Student Project NonPeerReviewed text en https://ir.uitm.edu.my/id/eprint/97222/1/97222.pdf Green product purchase intention among young consumers in Kota Kinabalu, Sabah / Christina Corren Mahidal. (2018) [Student Project] (Submitted)
institution Universiti Teknologi Mara
building Tun Abdul Razak Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Teknologi Mara
content_source UiTM Institutional Repository
url_provider http://ir.uitm.edu.my/
language English
topic Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling
Purchasing. Selling. Sales personnel. Sales executives
spellingShingle Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling
Purchasing. Selling. Sales personnel. Sales executives
Mahidal, Christina Corren
Green product purchase intention among young consumers in Kota Kinabalu, Sabah / Christina Corren Mahidal
description This research aims to understand the determinants that influence purchase intention towards green product of young consumer groups among 18 to 28 years old. In this research, a total of 132 respondents were surveyed through self-administered questionnaire approach. The relationship between attitude, willingness to pay, subjective norm and perceived behavioural control were tested by using IBM SPSS 24 and Smart PLS 3.0. The result of this research revealed that attitude and perceived behavioural control showed positive relationship towards green product purchase intention. Meanwhile, subjective norm and willingness to pay does not showed supported towards green product purchase intention. Moreover, this paper suggested that more attention should be given to young consumer and encourage them more in purchasing green product in Malaysia, especially among young millennials in Sabah.
format Student Project
author Mahidal, Christina Corren
author_facet Mahidal, Christina Corren
author_sort Mahidal, Christina Corren
title Green product purchase intention among young consumers in Kota Kinabalu, Sabah / Christina Corren Mahidal
title_short Green product purchase intention among young consumers in Kota Kinabalu, Sabah / Christina Corren Mahidal
title_full Green product purchase intention among young consumers in Kota Kinabalu, Sabah / Christina Corren Mahidal
title_fullStr Green product purchase intention among young consumers in Kota Kinabalu, Sabah / Christina Corren Mahidal
title_full_unstemmed Green product purchase intention among young consumers in Kota Kinabalu, Sabah / Christina Corren Mahidal
title_sort green product purchase intention among young consumers in kota kinabalu, sabah / christina corren mahidal
publishDate 2018
url https://ir.uitm.edu.my/id/eprint/97222/1/97222.pdf
https://ir.uitm.edu.my/id/eprint/97222/
_version_ 1802981121183449088
score 13.211869

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