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CONSUMERS BEHAVIOR INTENTION TOWARDS ORGANIC COSMETICS IN YANGON (Aung Myat Tun@ Mg Mg, 2019)

http://hdl.handle.net/20.500.12678/0000001605
93003b8c-c539-4013-ac94-41f7c7b83df4
f7bfe56f-69bc-48ae-a095-9048f084c1e0
None
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Aung Aung Myat Tun @ Mg Mg (EMBA - 65).pdf (339 Kb)
Publication type
Thesis
Upload type
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Title
Title CONSUMERS BEHAVIOR INTENTION TOWARDS ORGANIC COSMETICS IN YANGON (Aung Myat Tun@ Mg Mg, 2019)
Language en
Publication date 2019-12-01
Authors
Aung Myat Tun @ Mg Mg
Description
The aims of this study are to examine the influencing factors on consumers attitude
and subjective norm and to analyze the effect of consumers attitude and subjective norm
on behavior intention of consumers in Yangon. The study is conducted based on 385
respondents who purchases from 8 organic shop in Yangon. Based on the survey results, it
is found that health consciousness, appearance consciousness, eco literacy, and
interpersonal influence have positive significant impact on attitude and subjective norm of
consumers of organic cosmetics. In turn, attitude and subjective norm have significant
effect on behavior intention of consumers towards organic cosmetics. The study
recommends that marketers of organic cosmetics need to educate and communicate and
reduce the waste of material usage to promote behavior intention of consumers towards
their products.
Journal articles
Yangon University of Economics
Thesis/dissertations
Yangon University of Economics
Daw Hla Hla Myo
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0
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