Factors affecting Malaysian generation Y's green brand perception and purchase decision
| dc.contributor.author | Wong, Wai Kei | |
| dc.date.accessioned | 2014-09-05T02:26:43Z | |
| dc.date.available | 2014-09-05T02:26:43Z | |
| dc.date.issued | 2010 | |
| dc.description.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. | en_US |
| dc.identifier.uri | http://hdl.handle.net/123456789/89 | |
| dc.language.iso | en | en_US |
| dc.subject | Business Administration | en_US |
| dc.subject | Green Brand Perception | en_US |
| dc.title | Factors affecting Malaysian generation Y's green brand perception and purchase decision | en_US |
| dc.type | Thesis | en_US |
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