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.
| 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 |
- Edit Item
![[thumbnail of 97222.pdf]](https://ir.uitm.edu.my/style/images/fileicons/text.png)
97222.pdf
Digital Copy
Physical Location
- Bilik Koleksi Akses Terhad | Kampus Kota Kinabalu, Sabah
Item Status
