Year: 2015
Type: dissertation
Study design: Observational Study
Abstract: This paper aims to study factors which are influencing customer's intention to buy green products.Theory of Planned Behavior (TPB) was placed as theoretical framework for this research.The theory provided three main independent variables -subjective norms, attitudes and perceived behavioral control, but the theory was extended by 3 more factors -moral norms, habits and motivation.The study was conducted on the basis of questionnaire.176 answers of respondents were analyzed on SPSS by using factor analysis, counting of correlation coefficients and regression modeling.It was found that such factors as attitudes, perceived behavioral control (self-efficacy), moral norms and motivation gave positive correlation with behavioral intention.The hypothesis that subjective norms influence positively was not confirmed, the same as perceived behavioral control (controllability).It was stated that habits, which related to the buying conventional products should influence negatively on intention, but it was not supported.There is strong positive correlation between behavioral intention to purchase eco-friendly products and final behavior.
Source: BIBSYS Brage (BIBSYS (Norway))
Author: О. В. Горохова
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2472370881