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Corporate marketing referents to green consumer intention: An educated young Malaysian perspective

This study investigates marketing strategy affecting sustainable food consumption among the young educated population of a selected group at an excellent institute of training and information expertise in Malaysia.The investigation was based on pro environmental concerns/health consciousness, cost,...

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Main Authors: Behjati, Saeed, Othman, Siti Norezam, Fattahi, Saeedeh
Format: Article
Language:English
Published: College of Law, Government and International Studies, Universiti Utara Malaysia 2012
Subjects:
HD28 Management. Industrial Management
Online Access:http://repo.uum.edu.my/11912/1/7.pdf
http://repo.uum.edu.my/11912/
http://www.jgd.uum.edu.my/
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spelling my.uum.repo.119122014-08-24T07:26:18Z http://repo.uum.edu.my/11912/ Corporate marketing referents to green consumer intention: An educated young Malaysian perspective Behjati, Saeed Othman, Siti Norezam Fattahi, Saeedeh HD28 Management. Industrial Management This study investigates marketing strategy affecting sustainable food consumption among the young educated population of a selected group at an excellent institute of training and information expertise in Malaysia.The investigation was based on pro environmental concerns/health consciousness, cost, convenience (availability) and communication (product info/labeling), as marketing references influence green consumption. Based on the planned behavior theory, these factors are considered as behavioral control elements to move towards a green attitude.A total of 174 participants from the academic members of University Utara Malaysia participated in this empirical research and findings of the study proved that consumers’ needs, cost, convenience and communication are influencing people’s intention to move towards green consumption. College of Law, Government and International Studies, Universiti Utara Malaysia 2012 Article PeerReviewed application/pdf en http://repo.uum.edu.my/11912/1/7.pdf Behjati, Saeed and Othman, Siti Norezam and Fattahi, Saeedeh (2012) Corporate marketing referents to green consumer intention: An educated young Malaysian perspective. Journal of Governance and Development, 8. pp. 57-63. ISSN 2289-4756 http://www.jgd.uum.edu.my/
institution Universiti Utara Malaysia
building UUM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Utara Malaysia
content_source UUM Institutionali Repository
url_provider http://repo.uum.edu.my/
language English
topic HD28 Management. Industrial Management
spellingShingle HD28 Management. Industrial Management
Behjati, Saeed
Othman, Siti Norezam
Fattahi, Saeedeh
Corporate marketing referents to green consumer intention: An educated young Malaysian perspective
description This study investigates marketing strategy affecting sustainable food consumption among the young educated population of a selected group at an excellent institute of training and information expertise in Malaysia.The investigation was based on pro environmental concerns/health consciousness, cost, convenience (availability) and communication (product info/labeling), as marketing references influence green consumption. Based on the planned behavior theory, these factors are considered as behavioral control elements to move towards a green attitude.A total of 174 participants from the academic members of University Utara Malaysia participated in this empirical research and findings of the study proved that consumers’ needs, cost, convenience and communication are influencing people’s intention to move towards green consumption.
format Article
author Behjati, Saeed
Othman, Siti Norezam
Fattahi, Saeedeh
author_facet Behjati, Saeed
Othman, Siti Norezam
Fattahi, Saeedeh
author_sort Behjati, Saeed
title Corporate marketing referents to green consumer intention: An educated young Malaysian perspective
title_short Corporate marketing referents to green consumer intention: An educated young Malaysian perspective
title_full Corporate marketing referents to green consumer intention: An educated young Malaysian perspective
title_fullStr Corporate marketing referents to green consumer intention: An educated young Malaysian perspective
title_full_unstemmed Corporate marketing referents to green consumer intention: An educated young Malaysian perspective
title_sort corporate marketing referents to green consumer intention: an educated young malaysian perspective
publisher College of Law, Government and International Studies, Universiti Utara Malaysia
publishDate 2012
url http://repo.uum.edu.my/11912/1/7.pdf
http://repo.uum.edu.my/11912/
http://www.jgd.uum.edu.my/
_version_ 1644280770277146624
score 13.211869

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