Application of Extended Theory of Planned Behaviour on Millennials’ Green Purchase Intention
This dissertation is conducted to examine the factors that have an impact on millennials’ green food product purchase intentions. Hence, this study uses an extended theory of planned behaviour to determine if millennial green purchase intentions has been impacted in a post�COVID economy. The tar...
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| 格式: | Thesis |
| 语言: | English English English |
| 出版: |
2024
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| 主题: | |
| 在线阅读: | http://ir.unimas.my/id/eprint/45070/5/DSVS%20Ong%20Choon%20Siong.pdf http://ir.unimas.my/id/eprint/45070/4/ONG%20CHOON%20SIONG%20%2824pgs%29.pdf http://ir.unimas.my/id/eprint/45070/7/Ong%20Choon%20ft.pdf |
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| 总结: | This dissertation is conducted to examine the factors that have an impact on millennials’
green food product purchase intentions. Hence, this study uses an extended theory of planned
behaviour to determine if millennial green purchase intentions has been impacted in a post�COVID economy. The target of this study are Malaysian millennials, and a total of 400
respondents have willingly volunteered their time to fill out the questionnaire. The data
collected in this study was analysed using the SmartPLS program, and showed that factors
of attitude, perceived behaviour control, environmental concern, and environmental
knowledge have a significant impact on Malaysian millennials’ green food product purchase
intention. However, this study also found that subjective norms do not have a significant
impact on millennials’ green food product purchase intention. The implications of this study
are that Malaysian millennials intentions of purchasing green food products are based on
their positive associations of the importance of preserving the environment, hence businesses
and policymakers should create advertisements or campaigns that appeal to their concern for
the environment to encourage more millennials to consume green food products. |
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