Year: 2015
Type: dissertation
Study design: Observational Study
Abstract: The objective of this research is to examine the effect of green marketing tools (eco-label, eco-brand, environmental advertising and trust) on millennial intentions to purchase green products. The sample size of this study is 374 samples represent of UUM local students. Multistage non probability sampling technique which is the combination of convenience and quota technique was used in this study. The questionnaires were analyzed with the Statistical Packaged for Social Science (SPSS) using descriptive, correlation and multiple regression analysis. The findings of this study indicated that eco-brand, environmental advertisement and trust have significant relationship with the millennial intention to purchase green product, however, eco-label had no influence. The discussion of analysis is provided in this study
Authors: Wan Nurul Adilah, Wan Fauziah Wan Yusoff
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2279054941