Factors affecting Malaysian generation Y's green brand perception and purchase decision
Loading...
Date
2010
Authors
Wong, Wai Kei
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
The main purpose of this study is to examine the factors affecting Malaysian
generation Y’s green brand perception. This research will attempt to determine factors
that have significant effect on the perception of green brand under the influence of
premium price, simple green message setting, excessive green message setting,
consistency between green brand personality and firm’s green principles and subject’s
environmental consciousness. Besides, this study will also investigate the role of
moderating factors such as gender and educational level on the influence of
relationship between five independent variables and green brand perception. This
study also attempts to study the relationship between green brand perception and
purchase decision. This research adopts quantitative approach with collected samples
of 256 respondents through direct questionnaires method. SPSS statistical tool was
used to test the descriptive and regression statistics. Results show that premium price,
simple green message setting and subject’s environmental consciousness are
significantly relate to green brand perception. Nevertheless, gender and educational
level are found not having significant moderating effect between independent
variables and green brand perception. Whereas, green brand perception is
significantly relate to purchase decision.
Description
Keywords
Business Administration , Green Brand Perception