Green product purchase intention among young consumers in Kota Kinabalu, Sabah / Christina Corren Mahidal

Mahidal, Christina Corren (2018) Green product purchase intention among young consumers in Kota Kinabalu, Sabah / Christina Corren Mahidal. [Student Project] (Submitted)

Abstract

This research aims to understand the determinants that influence purchase intention towards green product of young consumer groups among 18 to 28 years old. In this research, a total of 132 respondents were surveyed through self-administered questionnaire approach. The relationship between attitude, willingness to pay, subjective norm and perceived behavioural control were tested by using IBM SPSS 24 and Smart PLS 3.0. The result of this research revealed that attitude and perceived behavioural control showed positive relationship towards green product purchase intention. Meanwhile, subjective norm and willingness to pay does not showed supported towards green product purchase intention. Moreover, this paper suggested that more attention should be given to young consumer and encourage them more in purchasing green product in Malaysia, especially among young millennials in Sabah.

Metadata

Item Type:	Student Project
Creators:	Creators Email / ID Num. Mahidal, Christina Corren 2016551936
Contributors:	Contribution Name Email / ID Num. Advisor Syed Annuar, Sharifah Nurafizah shari339@uitm.edu.my Contributor Kalimin, Khairiah Mazdiah khair5577@uitm.edu.my Contributor Mohd Salleh, Noorziah noorziah@uitm.edu.my
Subjects:	H Social Sciences > HF Commerce > Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling H Social Sciences > HF Commerce > Purchasing. Selling. Sales personnel. Sales executives
Divisions:	Universiti Teknologi MARA, Sabah > Kota Kinabalu Campus > Faculty of Business and Management
Programme:	Bachelor of Business Administration (Hons) Marketing
Keywords:	Green product; Purchase intention; Young consumers
Date:	2018
URI:	https://ir.uitm.edu.my/id/eprint/97222