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Factors affecting consumer purchase intention of Green Products (Su Sandi Naing, 2020)

https://meral.edu.mm/records/9326
50ca4c93-a044-4161-a8f2-5d63d8f01ba1
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None
Name / File License Actions
Su Su Sandi Naing, M.Com II-32.pdf (475 KB)
Publication type
Thesis
Upload type
Other
Title
Title Factors affecting consumer purchase intention of Green Products (Su Sandi Naing, 2020)
Language en
Publication date 2020-12-01
Authors
Su Sandi Naing
Description
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.
Thesis/dissertations
Yangon University of Economics
Dr. Than Soe Oo
173
140
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