Ooi, Phei Lin
(2014)
Psychographic Profiles Of Consumers And Purchase Intention Of Environmentally Safe Products In Penang.
Masters thesis, Perpustakaan Hamzah Sendut.
Abstract
This study investigates the predicting variables that induce the purchase intention of
environmentally safe products in psychographic perspective. The predictive variables
encompass lifestyle, interest, value, knowledge and perception, attitude of consumers
towards environment and past consumption experience. The survey result are analyzed
using data collected from consumers in Penang using Structural Equation Modelling.
The results exhibited that the psychographic variables proponed for assessment
are related to the attitude of consumers towards environment. The attitude of consumers
demonstrates positive relationship with purchase intention of environmentally safe
products. The psychographic variables also manifested relationship with purchase
intention through the mediating variable, attitude of consumers towards environment.
Attitude of consumers towards environment that are favourable are vital for the
purchase intention of environmentally safe products. The distinctive psychographic
characterictics of consumers are influencing the environmental attitude. Thus, the
psychographic peculiarities which inclined to greenness will induce better pro
environmental attitude that ensure sustainability of environment.
The study demonstrated that the psychographic characteristics has portrayed
importance as determinants for the behavioural intention for environmentally safe
products. This can help to elevate the comprehension of green practitioners for the
psychographic factors influencing the purchase intention and decision. Better
commitment can be demonstrated through comprehensive understanding of the
consumers' requirement.
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