Consumer green purchase behaviour among millennial generation

The rapid growth of development in the economy for the last few decades has greatly increase consumers’ worldwide consumption and became the main cause that contribute to environmental degradation. Consequently, more people becoming increasingly aware and concerned about environmental issues especi...

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Main Author:	Nurul Amanina, Abdul Basir
Format:	Thesis
Language:	eng eng
Published:	2018
Subjects:	HF5415.33 Consumer Behavior.
Online Access:	https://etd.uum.edu.my/7455/1/s822567_01.pdf https://etd.uum.edu.my/7455/2/s822567_02.pdf
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id	my-uum-etd.7455
record_format	uketd_dc
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng
advisor	Shaari, Hasnizam
topic	HF5415.33 Consumer Behavior.
spellingShingle	HF5415.33 Consumer Behavior. Nurul Amanina, Abdul Basir Consumer green purchase behaviour among millennial generation
description	The rapid growth of development in the economy for the last few decades has greatly increase consumers’ worldwide consumption and became the main cause that contribute to environmental degradation. Consequently, more people becoming increasingly aware and concerned about environmental issues especially among millennial generation. They are now demand for more environmental friendly products, hence many green marketers and manufacturers have shift the attention towards the importance of understanding the green purchase behaviour among this market segment. The purpose of this paper is to determine factors that have significant relationship toward millennial consumer’s green purchase behaviour in Malaysia by integrating the Theory of Planned Behaviour as research framework. The research model was adapted and modified from The Theory of Planned Behaviour (TPB) added with another potential variable namely, environmental involvement and media exposure to environmental message to identify the key factors that stimulate millennial consumer’s green purchase behaviour. A total of 375 questionnaires were distributed among UUM students by using proportionate sampling, to perform the statistical analysis for data analysis. Results showed attitude towards green products, subjective norm, perceived behavioural control, environmental involvement and media exposure to environmental message have significant effect toward millennial consumer’s green purchase behaviour. In addition, subjective norm was found to be the most influential factor that contribute to millennial consumer’s green purchase behaviour.
format	Thesis
qualification_name	masters
qualification_level	Master's degree
author	Nurul Amanina, Abdul Basir
author_facet	Nurul Amanina, Abdul Basir
author_sort	Nurul Amanina, Abdul Basir
title	Consumer green purchase behaviour among millennial generation
title_short	Consumer green purchase behaviour among millennial generation
title_full	Consumer green purchase behaviour among millennial generation
title_fullStr	Consumer green purchase behaviour among millennial generation
title_full_unstemmed	Consumer green purchase behaviour among millennial generation
title_sort	consumer green purchase behaviour among millennial generation
granting_institution	Universiti Utara Malaysia
granting_department	School of Business Management
publishDate	2018
url	https://etd.uum.edu.my/7455/1/s822567_01.pdf https://etd.uum.edu.my/7455/2/s822567_02.pdf
_version_	1747828221849632768
spelling	my-uum-etd.74552021-08-11T05:36:11Z Consumer green purchase behaviour among millennial generation 2018 Nurul Amanina, Abdul Basir Shaari, Hasnizam School of Business Management School of Business Management HF5415.33 Consumer Behavior. The rapid growth of development in the economy for the last few decades has greatly increase consumers’ worldwide consumption and became the main cause that contribute to environmental degradation. Consequently, more people becoming increasingly aware and concerned about environmental issues especially among millennial generation. They are now demand for more environmental friendly products, hence many green marketers and manufacturers have shift the attention towards the importance of understanding the green purchase behaviour among this market segment. The purpose of this paper is to determine factors that have significant relationship toward millennial consumer’s green purchase behaviour in Malaysia by integrating the Theory of Planned Behaviour as research framework. The research model was adapted and modified from The Theory of Planned Behaviour (TPB) added with another potential variable namely, environmental involvement and media exposure to environmental message to identify the key factors that stimulate millennial consumer’s green purchase behaviour. A total of 375 questionnaires were distributed among UUM students by using proportionate sampling, to perform the statistical analysis for data analysis. Results showed attitude towards green products, subjective norm, perceived behavioural control, environmental involvement and media exposure to environmental message have significant effect toward millennial consumer’s green purchase behaviour. In addition, subjective norm was found to be the most influential factor that contribute to millennial consumer’s green purchase behaviour. 2018 Thesis https://etd.uum.edu.my/7455/ https://etd.uum.edu.my/7455/1/s822567_01.pdf text eng public https://etd.uum.edu.my/7455/2/s822567_02.pdf text eng public masters masters Universiti Utara Malaysia Abdelaziz, S. I., Saeed, M. A., & Benleulmi, A. Z. (2015). Social Media Effect on Sustainable Products Purchase. Proceedings of the Hamburg Inter. Abdullah, A. S., Sheikh Mohammad, R. H., Muhammad, H., & Mohd Noor, M. S. (2014). The Role of Subjective Norms in Theory of Planned Behavior in the Context of Organic Food Consumption. British Food Journal, 116(10), 1561-1580. Abdulwahab, L., Dahalin, Z. M., & Galadima, M. B. (2011). Data Screening and Preliminary Analysis of the Determinants of User Acceptance of Telecentre. Journal of Information Systems: New Paradigms, 1(1). Abella, D. D., & Yap, D. C. (2012, December 30). 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