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The relationship of internal, social and external determinants towards the green purchase intention of German Generation Y for fast moving consumer goods
Dalarna University, School of Technology and Business Studies, Business Administration and Management.
Dalarna University, School of Technology and Business Studies, Business Administration and Management.
2017 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Purpose

– The purpose of this thesis is to test the relationship of internal and social determinants (environmental attitude, social/subjective norms and perceived behavioural control) as well as external determinants (green marketing tools) towards the green purchase intention of German Generation Y for fast moving consumer goods (FMCGs).

Design/methodology/approach

– An online questionnaire was distributed to people of the German Generation Y (aged between 21 and 37) using non-probability sampling by means of volunteer and convenient sampling. Results of 401 completed questionnaires were analysed using correlation, multiple linear regression and moderated regression analysis.

Findings

– Significant and positive relationships were found between environmental attitude, social/subjective norms, perceived behavioural control and eco-labelling towards the green purchase intention of German Generation Y for FMCGs. A significantly negative relationship was detected between price sensitivity and green purchase intention. Eco-labelling and price sensitivity were not moderating the relationship between environmental attitude and green purchase intention. Demographic factors had hardly any influence on the green purchase intention.

Practical implications

– German Generation Y depicts good potential as key market for green FMCGs. Those consumer goods especially when eco-labelled should be included in producers’ and retailers’ portfolios. Internal, social and external factors are considerable for the marketing strategy by addressing environmental concerns, social norms, responsibility towards society and emphasising customer’s own control of purchasing green while pricing green FMCGs rather not higher than 10% than conventional product prices.

Originality/value

– This paper contributes to the under-researched field of determining factors for the green purchase intention of Generation Y in Europe, while closing the gap for the unexplored context of Generation Y in Germany.

Place, publisher, year, edition, pages
2017.
Keyword [en]
German Generation Y, green marketing, purchase intention, internal, social and external determinants, FMCGs
National Category
Business Administration
Identifiers
URN: urn:nbn:se:du-25329OAI: oai:DiVA.org:du-25329DiVA: diva2:1114119
Available from: 2017-06-22 Created: 2017-06-22

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf