| dc.description.abstract | Nowadays, Environment not only plays an indispensable role in the development of Green Products but also has significant impacts on society. One of the main aspects of Environment is the measurement of customers‟ Green purchase intention. Therefore, this research was investigated in order to conduct a model measuring as well
as factors impact of young customers‟ purchase intention toward Green Products.
In literature review, related theories and researches were applied to propose different models for the purpose of study. However, conceptual model with 7 dimensions, which is developed and adapted specifically by Smith and Paladino (2009), Pearson (2012) and The Theory Planned Behavior (Ajzen 1991), was employed to discuss in the preliminary stage by individual depth interviews with respondents.
Then, Quantitative approach was applied in this study with 261 reliable responses collected to analyze with SPSS software. To be more detail, in this light of study, the questionnaire included three parts where the questions about evaluations of young customers toward seven factors to indentify the most essential factors among them. The result showed that Health Quality, Environmental Knowledge, Familiarity and Subjective Norms have a positive relationship with young customers‟ purchase intention toward Green Products while Environmental Concerns and Price Consciousness do not.
Although some limitations of this study were defined, this study also came up with practical implications as well as recommendations help firms which relate to health
and environment scandals in the development of Green Products for young customers. | en_US |
