Factors affecting consumers’ purchase intention towards organic skincare products / Asiah Ibrahim

Ibrahim, Asiah (2018) Factors affecting consumers’ purchase intention towards organic skincare products / Asiah Ibrahim. Student Project. Faculty of Business and Management, Bandaraya Melaka. (Unpublished)

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Abstract

This study is conducted to inspect the relationship between consumers’ purchase intention towards organic skincare products with attitude towards green brand, green brand positioning, green brand knowledge and subjective norms among consumers in Shah Alam, Selangor. The instrument used is questionnaire and the questions are adopted from several previous journals. A total of 100 sets of the questionnaire are distributed to the users and potential users of the organic skincare products for the data collection purpose. There are five variables used in this research which consists of four independent variables (with attitude towards green brand, green brand positioning, green brand knowledge and subjective norms) and an independent variable which is consumers’ purchase intention towards organic skincare products. Previous researchers found out that these independent variables have shown significant relationships with the dependent variable. The researcher used purposive sampling method in selecting the targeted respondents exclusively for this study. This study is valuable to many sources such as manufacturers and marketers to improve their strategies in gaining more potential consumers. Other than that, it is also useful to consumers to improve their knowledge and awareness about the environmental concerns. This study used Mohd Suki (2016) and Ko & Jin (2017) as the main reference which is related to the green purchase intention.

Item Type: Monograph (Student Project)
Creators:
CreatorsID Num.
Ibrahim, AsiahUNSPECIFIED
Subjects: H Social Sciences > HF Commerce > Marketing > Environmental aspects. Green marketing
H Social Sciences > HF Commerce > Marketing > Market segmentation. Target marketing
H Social Sciences > HF Commerce > Marketing > Marketing research. Marketing research companies. Sales forecasting
H Social Sciences > HF Commerce > Marketing > Marketing research. Marketing research companies. Sales forecasting > Market surveys. Including brand choice. Brand loyalty
H Social Sciences > HF Commerce > Purchasing. Selling. Sales personnel. Sales executives
Divisions: Universiti Teknologi MARA, Melaka > Alor Gajah Campus > Faculty of Business and Management
Item ID: 21519
Uncontrolled Keywords: Consumer; Purchase intention; Organic skincare products; Green brand; Green brand positioning; Green brand knowledge
Last Modified: 01 Nov 2018 08:45
Depositing User: Perpustakaan UiTM Cawangan Melaka UiTM Cawangan Melaka
URI: http://ir.uitm.edu.my/id/eprint/21519

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