2026-09-21T19:02:42Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/00009326 2024-05-27T03:50:36Z 1582963436320 1582963436320:1707206749823

Factors affecting consumer purchase intention of Green Products (Su Sandi Naing, 2020) Su Sandi Naing The objective of this study is to explore the purchase intention of consumers for green products and which factors influence on consumers’ green product purchase intention. Systematic random sampling method is used to select 385 consumers who have purchase from 10 supermarkets under 10 retail firms. This study highlighted that the intention of consumers to purchase green products is high. As the results of multiple regression analysis, the study pointed out that environmental concern, social influence, eco-label and brand image had significant effect on customer’s attitude toward intention to purchase green products, on the other hand, environmental attitude, environmental knowledge, environmental behavior and environmental advertising did not have significantly effect customer’s intention to purchase green products. As the suggestion, more emphasis should be given for the “green word-of mouth” as a communication tool to increase the green purchasing intention and “Going Green” movement should be supported to increase the level of environmental awareness or environmental concern of Myanmar consumers. 2020-12-01 https://meral.edu.mm/records/9326