To see the other types of publications on this topic, follow the link: Consumers purchase intentions.
Dissertations / Theses on the topic 'Consumers purchase intentions'
Create a spot-on reference in APA, MLA, Chicago, Harvard, and other styles
Consult the top 50 dissertations / theses for your research on the topic 'Consumers purchase intentions.'
Next to every source in the list of references, there is an 'Add to bibliography' button. Press on it, and we will generate automatically the bibliographic reference to the chosen work in the citation style you need: APA, MLA, Harvard, Chicago, Vancouver, etc.
You can also download the full text of the academic publication as pdf and read online its abstract whenever available in the metadata.
Browse dissertations / theses on a wide variety of disciplines and organise your bibliography correctly.
1
Lopez, Joshua. "Social Media's Influence on Consumers' Purchase Intentions." Scholarship @ Claremont, 2019. https://scholarship.claremont.edu/cmc_theses/2132.
Full textAbstract:
The focus of this study is to explore the effect social media have on influencing consumers’ purchase intentions for different brands. More specifically, this paper aims to examine how different social media communication styles for a brand, such as firm generated content (FGC) and user generated content (UGC), influence consumers’ purchase intentions for different brands when valenced either positively or negatively. Firm-generated content is a communication style which is essentially a form of advertising that is completely controlled by a brand and follows a marketing strategy (Schvinski & Dabrowski, 2016). User-generated content is an original communication style created by consumers that are unrelated to any specific brand and is disseminated via the internet (Daugherty, Eastin, & Bright, 2008). The participants of this study were 61 undergraduate liberal arts college students from southern California. Participants in the study were exposed to various brand descriptions and social media posts and tasked with indicating their purchase intentions for these brands. The results of this study imply that different communication styles as well as different brand valences significantly influence consumers’ purchase intentions. Positively valenced brands positively influenced purchase intentions while negatively valenced brands negatively impacted purchase intentions. FGC was shown to have a more positive effect on purchase intentions than UGC, however, UGC was shown to have a strong negative influence on purchase intention when UGC posts were valenced negatively.
2
Renton, Karla. "Impact of athletic endorsements on consumers purchase intentions." Tallahassee, Florida : Florida State University, 2009. http://etd.lib.fsu.edu/theses/available/etd-11062009-144355/.
Full textAbstract:
Thesis (Ph. D.)--Florida State University, 2009.Advisor: Jeanne Heitmeyer, Florida State University, College of Human Sciences, Dept. of Textiles and Consumer Sciences. Title and description from dissertation home page (viewed on Mar. 23, 2010). Document formatted into pages; contains viii, 199 pages. Includes bibliographical references.
3
Umberson, Kirsten Kinley Tammy. "Environmentally-friendly purchase intentions debunking the misconception behind apathetic consumer attitudes /." [Denton, Tex.] : University of North Texas, 2008. http://digital.library.unt.edu/permalink/meta-dc-9728.
Full text
4
Zeng, Yuanwen. "Young consumers' perceptions and purchase intentions towards mass-designer lines." [Ames, Iowa : Iowa State University], 2009.
Find full text
5
Edwards, Steven Marc. "Consumers' attitudes toward advertising and purchase intentions regarding direct response advertisements in a multicultural market." CSUSB ScholarWorks, 1995. https://scholarworks.lib.csusb.edu/etd-project/1010.
Full text
6
Saleem, Bilal, and Alena Recker. "The Effects of Consumer Knowledge and Values on Attitudes and Purchase Intentions : A Quantitative Study of Organic Personal Care Products Among German Female Consumers." Thesis, Umeå universitet, Handelshögskolan vid Umeå universitet (USBE), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-91031.
Full textAbstract:
The purpose of this study was to examine the effect of different types of consumer knowledge and values on their attitude towards buying organic personal care products and their purchase intentions of organic personal care products. The aim was to make a theoretical contribution to the research area of consumer behaviour in the context of organic products. As no research had been conducted on how different types of consumers’ knowledge affect their attitudes towards buying organic products and their purchase intentions of organic products, this study aims to address this research gap. In addition, while previous studies have mainly focused on organic foods this study aims to enhance knowledge about the little researched sector of organic personal care products.
7
Seneca, Philip James. "MEASURING AND MANIPULATING MATERIALISM IN THE CONTEXT OF CONSUMERS' ADVERTISING RESPONSES." Available to subscribers only, 2009. http://proquest.umi.com/pqdweb?did=1967969501&sid=4&Fmt=2&clientId=1509&RQT=309&VName=PQD.
Full text
8
Tropp, Amanda, Olivia Netterström, and Medina Alisic. "The Influence of Online Social Ties on Consumers' Purchase Intentions : eWOM in the Case of Swedish Blog Readers." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-26692.
Full textAbstract:
Background: The advice and opinions given by consumers online have been proven to have a positive influence on consumers purchase intentions. It has previously been established by researchers that consumer-created information is more trustworthy compared to information provided by a seller. As a result, consumers’ eWOM has taken over the stage on the internet. Social media has in comparison to traditional media brought communication to a new level in terms of engaging consumers online. For instance, bloggers nowadays are assumed to be viewed as peers that can generates social ties between a blogger and a blog reader due to a blogger’s credibility. Thus, the power of peer communication is of relevance when considering persuasion in real life as well as online. Purpose: The purpose of this study is to examine how eWOM can be a powerful tool through social ties between the source and the receiver when it comes to generating consumers’ purchase intentions. The authors intend to contribute with an understanding of how different sociodemographic factors of homophily and source credibility can potentially have a direct or indirect influence on the persuasion process online. To understand the process of how consumers are persuaded through eWOM the authors examine the relationship between Swedish blog readers and Swedish bloggers and the process of how the readers are absorbing and using the bloggers’ message. Methodology & Method: This study was conducted using a qualitative methodology approach. The primary data was collected through interviews and observations. Ten interviews were implemented on the selected sample consisting of women living in Sweden, who are in the ages of 16-25 and read famous Swedish lifestyle blogs. Furthermore, the favourite blogs of the interviewees were observed by the researchers in order to complement the interviews. Conclusion: From this research the authors have found that homophily creates social ties between the blog reader and the blogger, and therefore this underpins that the likelihood of persuasion is higher if several factors of homophily exists. However, the factors of homophily are not sufficient on its own to establish a relationship between eWOM and purchase intentions. Rather, source credibility is considered to be the major factor that determines the extent of purchase intentions.
9
Dempsey, Melanie A. "Values, attitudes and purchase intentions, Indian students as consumers of green laundry detergents." Thesis, National Library of Canada = Bibliothèque nationale du Canada, 1999. http://www.collectionscanada.ca/obj/s4/f2/dsk1/tape7/PQDD_0004/MQ43158.pdf.
Full text
10
Pettersson, Christoffer, and Björn Söderström. "Factors affecting consumers purchase intentions for digital news : A quantitative study of Resumé." Thesis, Umeå universitet, Företagsekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-105706.
Full textAbstract:
Companies providing digital news are today struggling with low purchase intentions among their consumers. Over the years, the Internet has become a vital part of how people consume news, and the growth in online consumption has led to a decline in printed circulation. Newspapers all around the world are earning only the minor share of their total revenue from digital operations. The main purpose of this study is to investigate the effects of perceived ease-of-use, perceived usefulness, trust, reputation, word-of-mouth, and willingness to customize on consumer´s purchase intentions for digital news. This study aims to answer to the following research question: What kind of effects do perceived ease-of-use, perceived usefulness, trust, reputation, word-of-mouth, and willingness to customize have on consumers purchase intentions for digital news? In order to answer our research question, we have conducted a quantitative survey that was directed towards the subscribers of Resumé, the leading Scandinavian business magazine in the area of marketing and advertising. Currently, Resumé is struggling with earning money from their digital content and their practical problem provided us with a great opportunity to contribute to the field of research about digital purchase intentions. Purchase intentions are an indicator of a consumer´s approach towards a purchase and prior studies demonstrates that perceived ease-of-use and perceived usefulness, which constitute the Technology Acceptance Model (Davis, 1989), are cornerstones in order to predict online consumer behavior. In our study, we also consider willingness-to-customize, which has been found to be an important decision-making factor regarding digital purchase intentions. People’s perceptions of the trust and reputation of a company are also proven to be relevant factors when predicting online consumer behavior, which in turn can be influenced by the word-of-mouth from other consumers, friends and family. Based on our literature review, we can conclude that there is a research gap related to the examination of the effects of these specific factors on consumer´s purchase intentions for digital news. The findings of our regression analyses, based on 234 responses we received through the survey, demonstrate that perceived ease-of-use, perceived usefulness, and word-of-mouth have positive significant effects on consumer´s purchase intentions for digital news. Based on these results, we have developed a revised conceptual model that includes the three factors that were proven to affect digital purchase intentions. Our study makes a theoretical contribution to the research field about digital purchase intentions and online consumer behavior. The study also provides managerial implications concerning how companies can enhance the digital purchase intentions among their consumers. We suggest the practical recommendations directed towards managers in the digital news business in general, and for the managers of Resumé in particularly.
11
Umberson, Kirsten. "Environmentally-friendly purchase intentions: Debunking the misconception behind apathetic consumer attitudes." Thesis, University of North Texas, 2008. https://digital.library.unt.edu/ark:/67531/metadc9728/.
Full textAbstract:
By measuring intentions to purchase, this research gives insight into environmental attitudes, pressures to purchase environmentally friendly apparel, factors that inhibit environmentally friendly apparel purchasing, awareness of environmentally friendly apparel purchase options, and marketing insight into the eco-friendly consumer. The theory of planned behavior (TPB) was used to assess consumer purchasing intentions for environmentally friendly apparel. The TPB consists of a three-pronged measurement: individual attitudes, subjective norms, and perceived behavioral control. Individual attitudes were gauged on three dimensions which included environmental attitudes, demographic patterns, and environmentally friendly apparel purchase intentions. Subjective norms involve social pressure to engage in eco-friendly behavior, perceived individual environmental impact, and desire for uniqueness in dress. Finally, perceived behavioral control was studied through previous environmentally friendly apparel purchases, accessibility of environmentally friendly apparel purchase options, and cost of environmentally friendly apparel. The results revealed that individual environmental attitudes, social pressure to behave environmentally friendly, perceived individual environmental impact, desire for uniqueness in dress, past environmentally friendly apparel purchases, accessibility of environmentally friendly apparel purchase options, and cost of environmentally friendly apparel all have an impact on intentions to purchase environmentally friendly apparel. The variable with the strongest relationship to intentions was social pressure. A demographic profile of intent to purchase environmentally friendly apparel, however, was not possible with this sample. This indicates there is not specifically one type of person who purchases environmentally friendly apparel.
12
Erkan, Ismail. "The influence of electronic word of mouth in social media on consumers' purchase intentions." Thesis, Brunel University, 2016. http://bura.brunel.ac.uk/handle/2438/12972.
Full textAbstract:
The influence of electronic word of mouth (eWOM) on consumers’ purchase intentions has long been known. However, the emergence of social media has brought a new perspective to eWOM through enabling users to communicate with their existing networks on the Internet. On social media, conversely to the other online platforms, users are able to exchange their opinions and experiences about products or services with familiar people, which refers to people who they already know such as friends and acquaintances. This new way of eWOM has the potential for greater impact on consumers. Therefore, the aim of this research is to examine the influence of eWOM in social media on consumers’ purchase intentions. To do so, the research in this thesis involved two major phases. In the first phase, in order to explore the determinants of eWOM information on social media which influences consumers’ purchase intentions, a theoretical model was developed based on the integration of Information Adoption Model (IAM) and related components of Theory of Reasoned Action (TRA). The new model, which is named as Information Acceptance Model (IACM), was validated through structural equation modelling (SEM) based on surveys of 384 social media users in the UK. The results have highlighted that quality, credibility, usefulness and adoption of information, needs of information and attitude towards information are the key factors for eWOM in social media which influence consumers’ purchase intentions. Furthermore, to provide better understanding of the influence of eWOM on social media, the second phase of this research was designed as a comparative study. To explore whether the eWOM between familiar people on social media or the eWOM between anonymous people on other online platforms was more influential on consumers’ purchase intentions, the data collected through survey was reanalysed with a different perspective; and a comparison was conducted based on multiple regression analysis. The results have revealed significant differences and found anonymous reviews to be more influential on consumers’ purchase intentions than friends’ recommendations on social media. However, since these results were contrary to expectations, 10 in-depth interviews were also administered to enlighten the insightful results found through the survey. The interview findings uncovered the survey results. Information quantity, information readiness, detailed information, and dedicated information were discovered as the factors which make online reviews superior than friends’ recommendations in terms of the influence of eWOM. This research contributes to theoretical implications through its validated model and found key dimensions. The research model, IACM, brings a new approach to information adoption by extending IAM and provides new insights to researchers who study Information Systems (IS). In addition, the model highlights the information adoption process as an antecedent of behavioural intention, which is a very important finding for the related literature. Future studies can build new models through considering this relationship between information adoption process and behavioural intention. Moreover, the second phase of this research provides new constructs for future studies through its qualitative findings. The findings reached through in-depth interviews, which explain why consumers prefer anonymous online reviews, can either be tested as components of new theories and models or they can be tested as inclusion of existing theories and models. Both types have potential to provide valuable results for the literature. On the other hand, in terms of practicality, this research provides marketers with a frame of reference to understand the influence of eWOM in social media on consumers’ purchase intentions. Both the contextual and the comparative studies in this research offer valuable insights for marketers; marketers thus can develop better strategies for marketing on social media.
13
Rahman, Md Minur. "Green Products : A Study on Young & Native Swedish Consumers’ Purchase Intentions of Green Products." Thesis, Umeå universitet, Företagsekonomi, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-83525.
Full textAbstract:
The aim of this study to explore the green products purchases intentions of the young & native Swedish consumers. Many studies have done on the green products and consumers of green products. Researcher also focused on the consumers’ and their purchase intention based on the age. Some studies conducted only on the young consumers of a particular country. However, this study focused on the young consumers of Sweden. Attitude, knowledge and friends and family influences are considered as the three basic factors of this study. I tried to investigate the influence of these three factors on the green purchase intentions of young Swedish. The Theory of Planned Behavior is used to predict human behavior. The theory is on the basis of three factors, those factors are attitude to the behavior, subjective norms and perceived behavior control. As mentioned before that I have considered three factors for this study and theses three factors are related with the other three factors of the Theory of Planned Behavior. This research used quantitative method, and quantitative method requires large numbers of sample. To fulfill the quantitative method’s requirement on sample numbers, I have considered 190 young Swedish from different places of Umeå and Stockholm. Analysis of the consumers’ response showed me positive response of young consumers on green products. The TPB helped me to explain my three factors as these factors are related with the factors of TPB. All the factors I have considered are positively explained and supported by Theory of Planned Behaviors. Findings of this study describes that Swedish are environment conscious consumers. They have positive knowledge, attitude on green product and intention to buy green products. As this study was based on young Swedish and they have showed their positivity on the green products and indented to purchase green products in future.
14
Meng, Xiangru, and Yue Xiao. "Antecedents of Chinese millennial consumers' purchase intentions via following influencers' recommendations: the sports goods industry." Thesis, Internationella Handelshögskolan, Jönköping University, IHH, Företagsekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-48410.
Full textAbstract:
Background In recent years, with the rapid development of e-commerce in China, various online media and digital social platforms have attracted more users, and online marketing has gradually replaced traditional marketing strategies. The increasing frequency of online shopping by Chinese consumers, especially millennials, presents a huge opportunity for influencer marketing. Influencers with a large number of followers have been used by many companies as online marketing tools. To deeply explore the reasons why Chinese millennial consumers buy products recommended by the influencer, the Theory of Triadic Influence (TTI) was used as the theoretical basis to form the theoretical framework of this study after a review of academic literature, and various factors such as Chinese culture, different industries, personal influence stream, environment, and social environment should be considered. Purpose The purpose of this research is to study the factors that affect Chinese millennial consumers to follow the recommendations of influencers in purchasing sports products through Taobao, Tik Tok, or Weibo. MethodIn this quantitative research, 362 Chinese respondents' data were collected through an online questionnaire. The data of the 302 sample were tested and analyzed by SPSS software since they were referring to Chinese millennials who have followed influencers and purchased sports products online. Conclusion According to the data analysis results of this study, behavior control, self-efficacy, and attitude will actively promote Chinese millennial consumers' purchase intentions of sports products recommended by influencers. Finally, social norms are related to Chinese culture, which may explain why this hypothesis does not significantly predict consumers' online purchase intentions. Therefore, this study could provide suggestions for influencers and online retailers to help them improve the online purchasing intention of Chinese millennial consumers, and thus improve the sales and profit. On the other hand, this study can help consumers understand the marketing strategies of influencers to achieve the purpose of helping them to make more rational consumption.
15
Barua, Promotosh, and Md Sajedul Islam. "Young Consumers’ Purchase Intentions of Buying Green Products : A study based on the Theory of Planned Behavior." Thesis, Umeå universitet, Handelshögskolan vid Umeå universitet, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-45212.
Full textAbstract:
This investigation explored the contextual factors affecting young consumers’ attitudes and their intentions of green purchase behavior in the area of consumer behavior. This study seeks to understand young consumers’ green purchase intentions based on the Theory of Planned Behavior (TPB). At the same time, this study also intends to detect variables that influence young consumers’ intentions of buying green products. In this thesis, a quantitative approach was adopted. Using a sample of 282 young people, a survey was developed and conducted in Umeå University, Sweden. Results indicate that parental influence is the top predictor among all the variables we studied. From the correlation analyses; we can see that top three predictors are important for understanding purchase intentions of young consumers. Influence of contextual and background factors –parents, peer, and environmental knowledge – clearly played an important role in influencing young consumers’ purchase intentions of buying green products. To the end, a proposed model is developed to understand green purchase intentions of young consumers. Implications for marketers are also discussed in this study.
16
Da, Silva Lernstål Sara, and Konstantin Kiratsopoulos. "Prevent the World's Doom, Consume a Healthy Legume : A Qualitative Study of Attitudes and Purchase Intentions of Health-Conscious Consumers." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-35650.
Full textAbstract:
Background: Agricultural activities occupy a significant part of the world’s land area and the food systems are comprehensively reliant on fossil fuels, resulting in that the sector is responsible for a large percentage of the world’s greenhouse gas emissions. Changes are needed in order to meet the challenges of developing sustainable food systems. One change strategy would be to replace parts of animal proteins with greener plant substitutes. This thesis is part of a four-year transdisciplinary research project with the aim to, within four years, develop domestically produced products based on Swedish legumes. This paper will focus on exploring significant components affecting health-conscious consumers’ attitudes and purchase intentions regarding legumes-based products. By the thesis, valuable information and insights regarding legumes as a protein substitute will be gathered amongst the growing consumer group of health-conscious consumers. Purpose: The purpose of this study is to explore the attitudes regarding legumes, and underlying key components affecting health-conscious consumers purchase intentions towards legume-based products. Additionally, two research questions have been developed to reach valuable findings for this investigation.
17
Patel, Amit S. "Antecedents of consumers' intentions regarding the purchase of prescription drugs via the internet : an examination of two different "unlawful" consumer behaviors /." Full text available from ProQuest UM Digital Dissertations, 2007. http://0-proquest.umi.com.umiss.lib.olemiss.edu/pqdweb?index=0&did=1417805501&SrchMode=1&sid=1&Fmt=2&VInst=PROD&VType=PQD&RQT=309&VName=PQD&TS=1219948545&clientId=22256.
Full text
18
Bridglall, Shenai. "Analysing factors influencing purchase intentions, perception and culture for consumers of women’s luxury footwear in South Africa." Master's thesis, University of Cape Town, 2018. http://hdl.handle.net/11427/29406.
Full textAbstract:
Consumer behaviour and purchase intention are some of the most discussed topics in marketing academia and practice alike. A rich and constantly developing body of literature complements this field. However, even though many theories exist, one’s understanding remains limited in some areas. The motivation for conducting this study was attributable to the researcher’s experience who has worked with luxury footwear brands in South Africa, Europe and Asia. In addition, marketers’ failure to understand consumer buying behaviour and purchase intentions are difficult tasks that have driven the researcher to undertake this study. The primary objective was to determine the factors that influenced the purchase intentions of consumers of luxury footwear This study explored South Africa and the literature around propositions of the model of purchase intentions proposed by Vigneron and Johnson through a positivist lens. Data was collected using Elle South Africa’s Instagram social media networking platform. A total of 1350 participants were involved in the survey, which was only limited to Cape Town and Johannesburg. Only 200 participants met the criteria of women spending money on luxury footwear. Non-probability convenience sampling technique was used in this study because the sample elements were readily available using the Elle South Africa Instagram social networking platform. Quantitative data was analysed through Structural Equation Modelling and the findings were presented in frequency tables. The results showed that culture moderated the relationships between luxury perception and the purchase intention for consumers of luxury women’s footwear; extrinsic factors were more relevant than intrinsic factors in the purchasing of luxury footwear; and that luxury perception positively influences the purchase intentions for consumers of the luxury footwear market in South Africa. Knowing what motivates women’s purchase intentions is critical to growing brand customer bases, which is possible through improving market segmentation. Suggestions for improving segmentation are possible through greater definition of variables. Additional research was suggested to establish details which encourage this market to buy luxury footwear brands. This is particularly important in terms of South Africa, which is home to many different cultures where these ethnic groups are confined to a small region. Customers need to be able to make trade-offs between intrinsic and extrinsic factors and costs in this market, which is critical knowledge especially in economic downturns.
19
Ring, Elin, and Christine Mitchell. "Swedish Consumers´ Attitudes and Purchase Intentions of Functional Food : A study based on the Theory of Planned Behavior." Thesis, Umeå University, Umeå School of Business, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-35004.
Full textAbstract:
The purpose of this thesis was to increase the understanding of Swedish consumers’ attitudes and purchase intentions of functional food for marketers by using the Theory of Planned Behavior (TPB). It was discovered that previous research conducted in Sweden concerning functional food centered largely on motivational factors for adoption, and perception of the health claims made by these products; however there was a lack in research concerning purchase intentions and a use of theory to evaluate both attitudes and purchase intentions.
Both qualitative and quantitative research methodology were utilized in this thesis. The qualitative research data consisted of 14 short interviews designed to elicit beliefs about purchasing functional food. The quantitative research data was gathered using a questionnaire specifically designed for the Theory of Planned Behavior (TPB). A total of 257 responses were received from students, employees, and members of the general public.
The results from the questionnaire revealed that Swedish consumers had slightly positive attitudes towards purchasing functional food and neutral intentions to purchase functional food. The results from the interviews revealed that amongst other things, Swedish consumers believed that functional foods provide beneficial health benefits, but they are quite expensive. Doctors and family were viewed as important when considering the purchase of functional food. And price and knowledge were viewed as controlling factors of whether or not these foods were purchased.
The results provided by this thesis will be helpful to marketers of functional food as they plan marketing related activities aimed at Swedish consumers
20
Yuan, Ruizhi. "An empirical investigation of consumers' green purchase intentions : the roles of perceived green value and utilities of consumption." Thesis, University of Nottingham, 2016. http://eprints.nottingham.ac.uk/36126/.
Full textAbstract:
The shift towards a green consumerism has been globally evident since the 1980s. Government, business and individuals have become increasingly aware of the concept of “green” to reduce the environmental footprint of goods and services. These movements have also spawned a dramatic increase in the number of researches into consumer’s green behaviours. Major advances in green consumption literature in the past years have been made with a focus on the following dimensions: personal beliefs (Kilbourne & Pickett, 2008); environmental knowledge (Chan, 2001); environmental attitudes (do Paco et al., 2013); environmental values (Koller et al., 2011); social influence and government policies (Ozaki, 2011) and a set of environmental barriers (Bray et al., 2011). Many of these prior studies have involved models derived from the field of psychology (Ozaki & Sevastyanova, 2011), sociology (Gadenne et al., 2011), and institutional change (Shove, 2010). Although prior studies have paid significant attention to the role of customer perceived value in marketing performance and customers’ purchase decision making process, empirical research on the concept of perceived green value (PGV) is scarce. The term is operated as a unidimensional construct in Chen & Chang (2012) and Haws et al.’ (2014) studies, which are only concerning about the environmental consciousness aspect. However, these findings are limited by not explicitly capturing various motivations for the concept. Therefore, the first objective of this research is to corroborate and further advance the construct of PGV developed by Chen & Chang (2012) and Haws et al (2014) in the green marketing literature. Specifically, it conceptualises the construct as a second-order construct that is created from five reflective first-order constructs: ecological, functional, symbolic, experiential and epistemic values. Second, past literature fails to examine the factors needed to reflect explicitly the value-costs attributes of customers’ purchase behaviours towards green products. To date, there has been limited research into comprehensively understanding customers’ perceptions and the decision making process towards the value vs. monetary cost comparison of green products. Therefore, aiming to supplement existing knowledge on green consumption behaviour, this research adapts the consumption value theory and utility theory framework in the context of green consumption. The Utility Theory provides the conceptual underpinning of this issue by asserting that consumers’ perceived utility of buying a product is derived from the difference between the values of a product (acquisition utility) and the price paid (transaction utility) in a purchase (Thaler, 1985). The second objective of this research is to provide an overview of the interacting effects of PGV with acquisition and transaction utility perceptions on green purchase intention. Third, despite their ethical perceptions, it is often the case that greenly minded consumers rarely purchase green products. This gap is important, yet poorly understood by researchers (Carrington et al., 2010). To bridge this gap, this research further adds support to extant research by showing that the impact of the utilities of consumption on green products purchase intention depends on different types of customers. We introduce three moderating factors: customer innovativeness, customer knowledge and price sensitivity, to further identify the utility-intention gap. Given the weak utility-intention relationships found in many prior studies (e.g. Apaolaza-Audrain et al., 2012), an improved way of assessing the factors through which different customers may weight on purchase intention are warranted. This doctoral research uses the mixed research method. In the first study, this doctoral research integrates the literature on scales of consumption value and ecological value (e.g. Keller et al., 2011; Chen and Chang, 2012) in a green consumption context. The PGV measures were then refined and confirmed through unstructured interviews with people capable of understanding green products. Then a questionnaire is distributed to the customers (n=296) in an online database. The second study adopts the survey strategy and aims to test the whole research model (n=437). The confirmatory factor analysis and validity analysis suggest that the PGV has a high order factor and it has five dimensions: ecological, functional, symbolic, experiential, and epistemic. The Structural Equation Modelling results highlight the importance of PGV having a strong effect on customer’s green product purchase intention. Moreover, it found that the link between PGV and purchase intention is mediated by the acquisition and transaction utilities. The results also suggest that the moderating roles of customer innovativeness and environmental concern in the acquisition utility-purchase intention relationship are proven to be significant, while price sensitivity also has a negative moderating effect on the transaction utility-purchase intention relationship. This research extends the existing green consumption research by first testing a practical five-dimensional scale of perceived green value. The reliabilities, factor analysis and validity tests confirm the multidimensional construct of PGV scale and its five dimensions demonstrate that consumers assess green products, not just in functional terms of expected performance, but also in terms of individuals’ concern to the environment (ecological value), self-expressive benefits of what the green product communicates to others (symbolic value), the enjoyment derived from the green product (experiential value), and interest in green products (epistemic value). Moreover, this research adapts utility theory to build up the conceptual model and adopts the economic view to investigate the mediating roles of acquisition utility and transaction utility in the value-intention relationship. In addition, this doctoral research provides empirical support for the utility-intention gap. The inclusiveness of the moderating effects of individual factors on the utility-intention link calls for the development of better framework to trace the paths involved. This research fills this gap by considering customer innovativeness, environmental concern and price sensitivity to clarify the moderating effects on the probability of customer’s green product purchase intention.
21
Yi, Chiang-Chun, and 江俊毅. "Green consumer factors of consumers to purchase behavioral intentions-Electric Scooter." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/yd4p6z.
Full textAbstract:
碩士國立臺東大學
進修部環境經濟資管碩專(假日)
105
Summary Concerning for global warming issues, the world has invested successively both in the new lifestyle of energy-saving and carbon reduction and green energy industry development, which made a best choice for the protection of the environment. In this study, we focus on electric scooter. The “cognitive usefulness” from the view of technology acceptance model is used as the theoretical basis, and the consumer factors such as environmental awareness, role identity and product cognition are included to discuss the causal relationship between the attitude and the intention of consumers to purchase electric scooter. Researchers analyze and induct the data of consumer experiences from the experienced electric scooter buyers through online questionnaire survey. The result of the study showed that the analysis of the differences in consumer attribute is not significant in gender difference and education level, the rest is partially significant. Second, there is a significant relationship between each factor. The last, role identity of consumer for themselves and cognitive usefulness have major impact on the purchase attitude and intention of consumers. The conclusion of this study can provide as a reference in business expansion of electric scooter industry.
22
Chen, Mei-Ju, and 陳美如. "Factors Affecting Consumers' Purchase Intentions In Social Commerce." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/87164177762941176667.
Full textAbstract:
碩士輔仁大學
資訊管理學系
100
With the emergence of social networking sites, social commerce has become popular and important. We investigate the factors affecting consumers’ purchase intention in social commerce, and analyze the effect of electronic word-of-mouth, marketing mix and community characteristics affects consumers' perceived value, which on their purchase intention. In addition, this study will clarify if different social media categories have different effects on consumers' perceived value. We examine the proposed research framework by conducting an empirical survey of 349 valid samples, use PLS to validate the model and the result shows that electronic word-of-mouth, marketing mix, and community characteristics such as informativeness and social identity have positive and significant impacts on the consumer's perceived value. The level of social presence and self-disclosure also affect the perceived value. This study can be beneficial for enterprises engaged in the social commerce.
23
Yang, Chang-Ying, and 楊長盈. "Green consumer factors of consumers to purchase behavioral intentions-Green 3C products." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/2t2bbg.
Full textAbstract:
碩士國立臺東大學
資訊管理學系碩士班
100
The green awareness of consumers affects their buying behavior will be chosen as the primary issue to be addressed while the consumers buying green 3C products. The main framework was based on the Technology Acceptance Model (TAM); by TAM theory development process, the study added environmental protection awareness, role identity and the causal model between how the product perception construct would affect their attitude and the will of the green consumer behavior. The study collected information of consumers in Taiwan who bought 3C products before through a questionnaire ,and verified the constructed framework of concept and research hypotheses by using SPSS 12, Lisrel 8.8, SmartPLS 2.0 statistical suite software systems to process and analyze information collected respectively. The study found that consumers' environmental awareness, role identity, green 3C products awareness, perceived usefulness and perceived ease-of-use will positively influence consumers’ attitudes to buying green 3C products; while consumer awareness of environmental protection affects the attitude of consumers to buy green 3C products, it also influences consumers’ willingness to buy green 3C products ,along with ease of use and perceived usefulness; consumers’ attitude towards buying green 3C products will positively influences consumers ’willingness to buy green 3C products. After inspection of the above results, the study have provided references and recommendations on the factors that affect consumer purchase intentions, hoping to be a research basis to assist in developing strategies for green consumption, so that the enterprises will be able to receive more good results in the business of green marketing.
24
Jiao, Xun. "Analysis of consumers’ attitudes towards purchasing PHEVs in Winnipeg." 2017. http://hdl.handle.net/1993/32049.
Full textAbstract:
Nowadays, switching to plug-in hybrid electric vehicles (PHEVs) is a promising way to reduce energy consumption and greenhouse gas (GHG) emissions. This research aims to explore consumers’ attitudes towards adopting PHEVs in the City of Winnipeg. The study attempts to identify social-technical factors affecting car buyers’ intention to purchase PHEVs, along with how attitudes, knowledge and experience affect preference for PHEVs. A further discussion of the Theory of Planned Behavior (TPB) will justify the linkage between attitudes, subjective norms, perceived behavioral control and purchase intentions. Questionnaires were distributed to two groups of people: an expert group familiar with or having experience with electric vehicles and a non-expert group with less knowledge about electric vehicles. Given issues of charging infrastructure and driving range, these vehicles have the potential to alter the urban landscape. Results of the study are expected to provide insight into effective public policy options and PHEV adoption/acceptance by car buyers.February 2017
25
Nyamtsetseg, Baasgai, and 倪采辰. "Consumers Purchase Intentions to Pickled Food Products in Mongolia." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/21089453260014078780.
Full textAbstract:
碩士中國文化大學
全球商務碩士學位學程碩士班
103
In emerging markets purchase intentions of customers tend to be different than that of developed markets. Literature of food products in Mongolia, let alone in emerging markets is very limited. Pickled food products are even rare phenomenon. This research was focused on factors that may influence consumer purchase intention in a Mongolian context. Factors include: extrinsic, intrinsic factors of the products and consumer attitude. Responses were collected through internet survey. Total 111 respondents have submitted their answers. After SPSS input descriptive statistics, correlation, linear regression and test on means have completed. Findings showed that Health Concern is the most important factor for food products purchase. Followed by variables such as Quality, Shop image, Trust and Price. All variable showed to have positive association with purchase intention. Findings also showed that socio-demographic variables are associated with all 3 factors
26
"Modelling and estimating purchase intentions without the binomial assumption." Chinese University of Hong Kong, 1996. http://library.cuhk.edu.hk/record=b5888970.
Full textAbstract:
by Chi-heng Chan.Thesis (M.Phil.)--Chinese University of Hong Kong, 1996.
Includes bibliographical references (leaves 70-71).
Chapter 1 --- Introduction --- p.4
Chapter 1.1 --- Existing models on purchase intentions --- p.4
Chapter 1.2 --- Objective --- p.7
Chapter 2 --- Modelling --- p.9
Chapter 2.1 --- Beta Distribution --- p.9
Chapter 2.2 --- Beta-binomial Distribution --- p.16
Chapter 2.3 --- A new model without the binomial assumption --- p.17
Chapter 2.3.1 --- Difficulties of the binomial assumption --- p.17
Chapter 2.3.2 --- A new measure of stated purchase intentions --- p.18
Chapter 2.3.3 --- Modelling the True purchase intention --- p.19
Chapter 3 --- Methodology --- p.21
Chapter 3.1 --- Two Approaches of Estimation --- p.21
Chapter 3.1.1 --- Least Square Approach --- p.21
Chapter 3.1.2 --- Maximum Likelihood Approach --- p.23
Chapter 3.2 --- Estimation Procedures --- p.24
Chapter 3.2.1 --- Least Square Estimation --- p.26
Chapter 3.2.2 --- Maximum Likelihood Estimation --- p.27
Chapter 3.2.3 --- Difference between DUNLSF and DUMPOL --- p.27
Chapter 3.2.4 --- Evaluation of the Two approaches --- p.28
Chapter 3.3 --- Results --- p.28
Chapter 3.4 --- Simulation Study --- p.37
Chapter 3.4.1 --- Procedure --- p.37
Chapter 3.4.2 --- Simulation Results --- p.37
Chapter 3.4.3 --- Evaluation of performance --- p.41
Chapter 4 --- An Example --- p.42
Chapter 4.1 --- Review on Usage of survey --- p.42
Chapter 4.2 --- The Survey --- p.43
Chapter 4.2.1 --- Details of the survey --- p.44
Chapter 4.2.2 --- Results and Findings --- p.45
Chapter 4.2.3 --- Interpretation --- p.47
Chapter 5 --- Discussions and Conclusions --- p.51
Chapter 5.1 --- Discussions --- p.51
Chapter 5.2 --- Further Implications --- p.52
Chapter 5.3 --- Conclusion --- p.54
Chapter A --- Beta Distribution --- p.55
Chapter B --- Programmes of estimation --- p.57
Chapter B.l --- Minimization of (??) by the algorithm DUNLSF --- p.57
Chapter B.2 --- Minimization of (??) by the algorithm DUMPOL --- p.60
Chapter C --- Programmes of simulation --- p.63
Chapter C.1 --- Simulation 1 (Refer to P.39) --- p.63
Chapter C.2 --- Simulation 2 (Refer to P.40) --- p.67
Chapter C.3 --- Simulation 3 (Refer to P.41) --- p.67
Chapter D --- Programmes for figure drawing --- p.68
Bibliography --- p.69
27
Ye, Kai-Syun, and 葉凱勛. "The Effects of Lifestyle on Consumers’ Purchase Electric Vehicle Intentions." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/03916201205428717873.
Full textAbstract:
碩士嶺東科技大學
行銷與流通管理研究所
101
Because the petroleum price had continually increased in recent years, most people started to recognize the importance of substitution fuel. Meanwhile due to the air pollution generated by industry, we are facing global warming phenomenon. The major auto manufactures start to develop the new generation of high tech environmental protection product - Battery Electric Vehicle (BEV). Mass-produced BEVs are currently introduced into the market at considerable high price due to the expensive research and development cost. Various countries are trying to assistant major manufactures to raise BEV technology and built up friendly public battery charge environment. However, the features of potential consumers for BEVs are viable considerations and deserve more research intentions. This research mainly analyzed consumers’ decision to purchase BEV with different life style, product superiority, environmental protection attitude and convenience. Using the result from a survey in Taichung, this research finds that most people still do not know the features of BEVs nowadays through descriptive statistics analysis. Moreover, through factory analysis, the result demonstrates that the most consumers, with a life style of paying more attention to the life quality and stability, emphasis the product reliability, brand reputation, safety and after-sale service system of BEVs. Finally, the result derived from regression analysis highlights the consumers’ expectation about convenient recharge system, parking space and recharge time.
28
ya-wen, Yang, and 楊雅雯. "Factors Influencing Consumers Purchase Intentions of Advertising Recommendations on Blog." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/84559389451193467125.
Full textAbstract:
碩士國立中正大學
資訊管理學系暨研究所
101
With the developing of internet and technology, online advertsing is not only exsit on portal webs, but also exsit on blog. Blog marketing is a new communication tool, many companies nowadays market their products via blog. Therefore, understanding what consumer exactly need is the most important. In this study, this research conducted on consumers’ purchase intention of adversitng recommendations on blog. The model specifies contextual variables such as central routes, peripheral routes, and product involvement. We use online survey questionnaire on this research. Through an online survey of 379 respondents, by means of structural equation modeling with smartPLS 2.0. The result of this research shows that the influence of peripheral route is stronger than the influence of central routes. In central routes, Product information and Argument Strength have positive impact on attitudes toward advertising, and argument strength is the most significant. In peripheral route, Attractiveness, Trustworthiness and Social Presence have positive impact on attitudes toward the advertising, and trustworthiness and social presence are the most significant. Product involvement as a moderator, the reselt show that product involvement can lead argument strength and attractiveness to enhanced attutide toward advertising. The result will be useful to both the academic and business in their advocacy of the conducts of mobile value-added services.
29
Shih, Yu-Ta, and 施佑達. "The Effect of Strategic Price Bundling on Consumers’ Purchase Intentions." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/51828752265398884544.
Full textAbstract:
碩士逢甲大學
國際貿易所
93
Price bundling, the marketing strategy of combing a number of products or components at a set price, has become more and more popular in the service industry and manufacture industry (Johnson, Herramann, and Bauer, 1999). These price bundling strategies have been used widely because of benefits to both sellers and consumers. Sellers use bundling as a competitive strategy to increase demand (Monroe 1990), to build new markets (Ovans 1997), and to enhance a market position (Lawless 1991). From the consumer’s perspective, the bundling of services can offer monetary savings (Yadav and Monroe 1993). This research base on the attribute of whether can build association with customers or not, defined the bundling into the transactional price bundle and the relational price bundle. The transactional price bundle means that companies use the price promote strategies to attract customers, this kind of price bundle strategy just focus on transactional deal. The relational price bundle, which definition is customer can prepay the money, and build a period relationship with companies. Every time when they use the service, they deduct the money from prepaid money, this kind of price bundle strategy is focus on relational deal. Besides, based on the attribute of interactivity of price bundling, we also can divide the price bundle into predefined price bundle or customized price bundle. It is known that companies always offer a discount or some other benefits to attract customers to buy their companies’ bundle; however, predefined price bundle means that companies had already designed the benefits, and customers can just accept the design to buy the bundle or reject to buy. Customized price bundle means that customers have multiple choices that offered by the companies, so they can choice the benefits they interesting more. Moreover, because customized price bundle need to contact with the sellers, so it have more chance to interactive with the companies, and build trust to the companies. A 2 (associate power: transactional bundle and relational bundle) × 2 (interactivity: predefined bundle and customized bundle) between-subjects design was used to test the hypotheses. We use convenience sampling to find out the subjects who had ever rent videos in Blockbuster, and use ANOVA to test the different effects of strategic price bundling on perceived benefit, perceived risk, perceived value. Furthermore, trust is a key ingredient in successful relationship with customers (Gundlach and Murphy, 1993; Morgan and Hunt, 1994; Leisen and Hyman 2004), but the existing marketing research pays little attention to the impact of trust factors (the legitimacy of company’s image and frontline-employee’s benevolence) on current purchase decisions. From this point of view, this study set trust factors as moderated variables, in order to find out the evidence that how do these trust factors will effect customers’ evaluation. In the end of our research, we also use regression to test the relationship between perceived benefit, perceived risk, perceived value, and purchase intention. Finally, our research also point out the theoretical and managerial implications, limitation of this research, and suggestions of future research.
30
Lin, Chun-Yuan, and 林群淵. "Consumers’ Purchase Intentions of GOGORO –A Theory of Consumption Values." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/h42efj.
Full textAbstract:
碩士靜宜大學
管理碩士在職專班
106
Gogoro's smart two-wheeler, which just launched in the electric motor industry in 2015, has brougt the impact to the market with its unique power-charging technology. It was breaking consumer's impression about the past of electric motors being taken a long time to charge. It was also indirectly affected the market of fuel motor. However, the high-cost Gogoro, such as a mobile phone, had to pay a monthly fee to use it, which also affected the price sensitivity for consumer. This study uses the theory of consumer value, the purchase intention of Gogoro's electric motor, and price sensitivity as a research evaluation tool. The research is conducted on the theory of consumer value as the independent variable, the purchase intention of Gogoro's electric motor as the variable, and the price sensitivity as the adjustment variable. This study adopts a questionnaire survey method to obtain 548 valid samples by means of convenient sampling and use the regression model to verify the hypothesis. It is found that functional value, emotional value, social value, novel value, and additional value have a positive influence on the purchase intention of Gogoro's electric motor. However, the price sensitivity of the adjustment variable has no influence on the consumer value to the purchase intention of Gogoro's electric motor.
31
Kizgin, Hatice, A. Jamal, B. L. Dey, and Nripendra P. Rana. "The impact of social media on consumers' acculturation and purchase intentions." 2017. http://hdl.handle.net/10454/17294.
Full textAbstract:
YesSocial media has emerged as a significant and effective means of assisting and endorsing activities and communications among peers, consumers and organizations that outdo the restrictions of time and space. While the previous studies acknowledge the role of agents of culture change, it largely remains silent on the role of social media in influencing acculturation outcomes and consumption choices. This study uses self-administered questionnaire to collect data from 514 Turkish-Dutch respondents and examines how their use of social media affects their acculturation and consumption choices. This research makes a significant contribution to consumer acculturation research by showing that social media is a vital means of culture change and a driver of acculturation strategies and consumption choices. This study is the first to investigate the role of social media as an agent of culture change in terms of how it impacts acculturation and consumption. The paper discusses implications for theory development and for practice.
32
Ho, Chia-Chia, and 何嘉嘉. "The Effects of Collectable Premium Promotion Types on consumers' purchase intentions." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/44585440676894699393.
Full textAbstract:
碩士國立成功大學
企業管理學系碩博士班
95
Sales promotion plays a critical role in the promotion mix. However, past studies almost focused on the issues of momentary promotions such as coupons and price-off discounts, but studies relating to nonmonetary promotion are still rare. In Taiwan, premiums are common promotion tools which often being used in convenient stores, especially collectable premiums. The purpose of this thesis is to help brand product seller to figure out how to copy the successful model of collectable premium employing in convenient stores by investigating the effects of collectable premium, brand equity, and promotion framing relationship between a main product and its tie-in premium on consumers’ appreciation of the promotional offers and purchase intentions. First, this thesis integrated some important studies which focused on the relationship between the main product and premium including congruency benefits and complementary, and then applied the collecting theory to the premium linking relationship which explain why consumers collect premium can improve the effectiveness of promotion. Next ,by conducting simple questionnaire, a simple successful model of collectable premium employing in convenient stores has being revealed. In order to help brand product seller copy this model easily ,then we focused on how to transfer the success model to single product by discussing independent variable including brand equity of the product, the use of collectable premium and the framing of promotion. Finally, an 2(collectable or non-collectabe premium) * 2(high or low brand equity product) * 2(incentive magnitudes) * 4(the framing of the promotion) experiments were designed to examine the main effects and interaction effect of independent variables on dependent that are consumers’ appreciation of the promotional offers and purchase intentions. Results show that that collectable premium indeed could raise consumers’ consumers’ appreciation of the promotional offers and purchase intentions. For low brand equity product, free and collectable premium can help increase the effectiveness of promotion obviously. But for high brand equity brand product, free and non-collectable premium is more suitable. Some managerial implications and research limitations are also mentioned in the final part of this thesis.
33
Lin, Wei-Yu, and 林韋宇. "The Effects of form of dog food on Consumers' Purchase Intentions." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/j8vud6.
Full textAbstract:
碩士國立交通大學
經營管理研究所
104
Based on social formation, social shared values and technological change, and so on various items, feeding pet culture is popular, and pet food is gradually require taste of food, nutrition balance, and humane from convenience. In recent years, because of negligent formula and defective items, pet because infirmity or death. As well as awareness of pet nutrition change , and many owners pay more attention to the quality of feed for pet health impact. So pet food market has continued to expand the diversity of the phenomenon in Taiwan ; if factory can understand the motivation of owner, Pet food industry will help to determine the future development of pet food. This paper attempts to study dog food for main purpose, and the theory of consumer behavior and EKB consumer behavior are based architecture to design theory rese arch. By questionnaire survey, the paper try to find demographic variables (such as gender, occupation, income etc.), the type of feed, the reception of information sources, and many other factors for purchasing pet food intention of influence of owner . Finally, the paper is researched by descriptive statistics, factor analysis, statistical methods KMO value, list of cross-connect card party identification, analysis of variance, and regression analysis. Using statistical software SPSS20 research to find out what key factors in many possible factors of owners preferences and key of purchase intention.
34
Lin, Chiao, and 林巧. "How limited edition products advertisements effect consumers'' purchase intentions." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/87776102577251332583.
Full textAbstract:
碩士國立高雄第一科技大學
行銷與流通管理研究所
105
In recent years, limited edition products advertisements have been widely used for firms’ marketing strategies. Previous research tends to focus on the effect of scarcity information on consumers’ purchase intentions. However, the advertising credibility has becoming more and more important since consumers are more capable of discerning the authenticity of advertisement messages nowadays. Thus this study examines the effect of the credibility of limited edition products advertisements on consumers’ purchase intentions and the moderation effect of the degree of vanity on the relationship between perceived value and consumption. 310 valid questionnaires were collected and structural equation modeling was used to analyze data. The results indicate that the credibility of advertising positively affects consumers’ perceived quality and perceived symbolic benefits, and further positively affect perceived values, conspicuous consumption, and finally purchase intensions. Additionally, the degree of vanity positively moderates the relationship between perceived value and consumption. Theoretical and managerial contributions as well as directions of future study are also provided in this study.
35
Yang, Yi-Chi, and 楊奕琦. "Identifying Key Factors that Influence Consumers’ Purchase Intentions toward Green Restaurant." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/y74558.
Full textAbstract:
碩士銘傳大學
觀光研究所碩士班
95
The prosperous economic development in Taiwan has contributed to an increase in GMP, which in turn changes peoples’ lifestyles. One of the changes in lifestyles is the growing population of dining-out people. In recent years, environmental impact of foodservice industry has already caught people’s attention. Consumers start to realize the importance of green dining. Green restaurant therefore become a future trend in foodservice industry. The aim of this study is to investigate customers’ purchase intentions of green restaurants and the factors that influence it. Research questionnaire was applied to test four hypotheses that reflected the research question. A total of 340 participants were included in the study. Descriptive statistics, t-test, ANOVA, and Structural Equation Modeling (SEM) were performed with SPSS and LISREL to analyze the data. The results of this study indicated that: (1)The consumers’ perceptions of green restaurants, including greenenergy, noise prevention and cure, green material, recycle management, staff education, have positive impacts on the purchase intention of green restaurants. (2)The attitudes toward environmental protection have direct influences on the purchase intention of green restaurants. As for the human priority part, our research findings indicate that the participants generally agree on natural exploitation from a human-oriented perspective and thus their purchase intention is not high. (3)The personal values would influence the purchase intention of the green restaurant. The more aptitude for self-fulfillment, collectivism, individualism, the higher purchase intention toward the green restaurant. Finally, based on the findings of the study, this study further proposes managerical implications and suggestions for future studies.
36
Lo, Ta-Chun, and 羅大鈞. "The Operation of Exotic Restaurants to Consumers' Perception and Purchase Intentions." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/81238527302146227466.
Full textAbstract:
碩士世新大學
觀光學研究所(含碩專班)
93
In the era of global village, internationalization of industries is important and can not be neglected. Restaurant owners eager for internationalization face lots of problems when they want to shift their business to the oversea market. What kind of operating models that can make an international restaurant develop successfully and be outstanding among numerous competitors in foreign countries should be adopted? There are 1,770 million people eating in restaurants each day in Taiwan. The rate of expenditure increases year-by-year and is 10.9% higher than ten years ago. Furthermore, people concern about their living qualities, and eating is not only for living, but also for enjoying lives. Thus, there are more and more exotic restaurants openeed for this requirement. According to the survey in March 2005, there were 2,546 restaurants in Taipei, and 64.12% were exotic restaurants. However, research in operating management of exotic restaurants and consumers’ behavior in exotic restaurants is quite little. It’s hard for a restaurant owner to decide whether the business should be shift to the oversea market, and what kind of operating model should be adopted. Due to the reasons mentioned above, a Pretest and two studies are included in this research. The first study is about effects on consumers’ perception about a restaurant which is local or foreign. The second study is about effects of differences in operating model (chef’s nationality and the content of menu) and situation (customers’ nationality) of an exotic restaurant on consumers’ perception and purchase intentions. The result of pretest shows collegians are most familiar with Japanese restaurant, then Italian, Korean, Thailand, French, Indian, Mexican, and Vietnamese restaurant, sequentially; moreover, the rank of preference to the exotic restaurants which are Japanese, Italian, French, Korea, Thailand, Mexico, India, and the Vietnamese restaurant, sequentially.The result of Study1 shows that Comparing with domestic restaurants, if a restaurant shift to the oversea market (ex: Taiwanese restaurant in Italy or Italian restaurant in Taiwan), the perception of exotic and curiosity will be higher, but the perception of authenticity will be lower.The experiment of Study 2, using 2 × 2 × 2 between subject factorial design, showed that the perception of exotic, authenticity, curiosity, and purchase intentions to ‘‘Italian chef’’ are higher than ‘‘Taiwanese chef’’. However, ‘‘all Italian cuisine menu’’ are higher than ‘‘with Taiwanese cuisine menu’’. Furthermore, the “chef type” and “menu type” has significant interaction effect. The perception of exotic, authenticity, curiosity, and purchase intentions to ‘‘having foreign guests’’ are higher than ‘‘without foreign guests’’. Moreover, Menu variant effects the consumers’ perception most, and the perception of curiosity effect purchase intentions most.
37
Carvalho, António Filipe Esteves Miguel de. "The effects of celebrity endorsement on consumers purchasing intentions." Master's thesis, 2012. http://hdl.handle.net/10071/5252.
Full textAbstract:
The present thesis is a research about a marketing strategy: celebrity endorsement.
Despite the fact that celebrity endorsement brings up some risks, it has been used quite
extensively in the present era and it is a method to reach competitive advantage by companies.
This dissertation focuses on examining the relationship between a set of variables:
(1) gender, (2) credibility, (3) attractiveness, (4) type, (5) multiple endorsements and (6)
multiple product endorsement that were identified during the literature review and consumers
purchasing intentions. This relationship will spotlight Portuguese consumers and will use the
Portuguese advertising industry as a contextualization, due to the fact that it was identified a
lack of information about celebrity endorsement overall strategy in Portugal.
The study in hand begins with a literature review which provides an insight into the research
done by previous authors followed by an overview of last year’s Portuguese advertising
campaigns. A quantitative approach has been adopted to investigate the relationship between
the dependent and independent variables and 285 respondents have participated in the survey.
Respondents answered two sets of questions after viewing an advertisement of a specific
product featuring one or more endorsers.
Results revealed that all the independent variables had a positive relation with consumers
purchasing intentions, however some of them were quite low. Other findings of derived from
analyzing the collected data resulted in some very interesting facts, which have been
summarized in the conclusion, and also managerial implication relating to it has been
discussed.O presente estudo, aqui apresentado sob a forma de dissertação, analisa uma estratégia de comunicação que tem vindo a ser usada cada vez com mais frequência: o endosso de produtos/marcas por celebridades. Apesar desta técnica acarretar consigo alguns riscos, é vista como um método para alcançar vantagem competitiva sobre os concorrentes. Esta dissertação centra-se num conjunto de variáveis independentes, previamente identificadas na revisão de literatura: (1) sexo, (2) credibilidade, (3) atractividade, (4), tipo (5) endossos múltiplos e (6) endossos múltiplos do produto. Com base nas variáveis anteriores, é feita uma análise de correlação entre essas e as intenções de compra dos consumidores, representadas como a variável dependente. Esta análise é feita tendo por base os consumidores portugueses e usa a indústria publicitária portuguesa, pois foi identificada uma falta de informação sobre este tema aplicada à realidade do nosso país. Na primeira parte do estudo é feita uma revisão da literatura, que proporciona um conhecimento aprofundado sobre a pesquisa feita por autores anteriores. De seguida é feita uma revisão às campanhas publicitárias portuguesas, na qual é feita uma síntese sobre o uso de celebridades na indústria. De forma a investigar a relação entre as variáveis independentes e dependentes, foi adoptada uma abordagem quantitativa. No estudo participaram 285 pessoas, as quais depois de observarem diversos anúncios impressos, responderam a um conjunto de questões sobre os temas acima citados. Os resultados revelaram que todas as variáveis independentes tinha uma relação positiva com as intenções de compra do consumidor, porém alguns dos valores obtidos demonstram a baixa correlação existente. Outras conclusões derivadas da análise dos dados recolhidos resultaram em alguns factos interessantes, que estão resumidos na conclusão final.
38
Nugraha, Ferryan. "Youtube and purchase intention: a study on the influence of Youtube video on consumers' purchase intentions among millenials in Indonesia." Master's thesis, 2020. http://hdl.handle.net/10071/21587.
Full text
39
Chen, Pei-Chun, and 陳佩君. "The Effects of Goal Orientation and Payment Method on Consumers’ Purchase Intentions." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/54950305429828323235.
Full textAbstract:
碩士國立臺灣大學
商學研究所
95
The objective of this study is to investigate the factors which influence consumers’ purchase intentions. Besides the two independent variables of payment timing and regulatory focus, the variable of「payment ways」(Installment and Lump-sum) was considered in order to seek for investigating whether it would have cross effects with other independent variables or not. Previous researches didn’t discuss the effects of payment ways on consumers’ purchase intentions. Therefore, the first issue to be discussed is what the difference of the intentions to purchase is between two payment ways. The following is to investigate the cross effects between regulatory focus、payment timing and payment ways. The experiment is 2 x 2 x 2 x 2 x 2 mix –factor experiment of design. Every subject was assigned one of the two regulatory focus manipulations and had to judge four payment methods which were composed of two within-subject variables — payment timing and payment ways. At the same time, different product durability and product types were considered. The results indicate that： 1. The consumers’ purchase intentions are higher under the payment way of installment rather than under the condition of lump-sum payment. 2. The consumers’ purchase intentions are higher under the payment timing of postpayment rather than under the condition of prepayment for both promotion-focused and prevention-focused consumers. 3. Promotion-focused consumers’ prepay and post-pay purchase intentions are indifferent under the condition of lump-sum payment；Prevention-focused consumers’ prepay and post-pay purchase intentions are indifferent under the condition of installment. The results show that the variable of payment ways has cross effects between other variables.
40
Chen, Pei-Chun. "The Effects of Goal Orientation and Payment Method on Consumers' Purchase Intentions." 2007. http://www.cetd.com.tw/ec/thesisdetail.aspx?etdun=U0001-0708200713594400.
Full text
41
Yang-JunZhang and 張羊君. "How do Firm’s Unethical Actions Influence Consumers’ Brand Loyalty and Purchase Intentions." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/67673376049838412890.
Full text
42
Almeida, Maria Portela de. "Understanding portuguese consumers’ beliefs, attitudes and intentions to purchase fair trade products." Master's thesis, 2011. http://hdl.handle.net/10400.14/15615.
Full textAbstract:
The remarkable increase in social and environmental awareness in much of today’s society has resulted in the emergence of a group of consumers that increasingly began to interact with ethical factors. These have been shaping consumers’ opinions about products and playing an important role on their purchase decision. The main focus of this study is about a particular ethical issue, the fair trade, that has had a rapidly diffusion of its principles throughout the world and consequently has had a rise in the number of consumers that strongly claim to be supporting this movement through their purchase behavior.
The purpose of this thesis is to provide a picture of the main beliefs, attitudes and other constructs of the decision-making process that model the Portuguese consumers’ intentions to purchase fairly traded products. This investigation is based on the modified version of the Theory of Planned Behavior as well as other previous studies in the field of the ethical consumption. This study concludes that the vast majority of Portuguese consumers hold a relatively favorable attitude towards the fair trade cause. The results revealed significantly differences between the groups of consumers in terms of their beliefs and attitudes that underline their intentions to purchase fairly traded products. However, when questioned about the factors that were a major obstacle to their ability to purchase fair trade products, all segments seemed to agree on the same factors, indicating the lack of information available about fair trade products. Also, they suggest that these products should be marketed in a larger number of retail chains outside the fair trade shops such as supermarkets, grocery stores, etc. A great number of respondents also indicated the high price of these products as a reason for not acting according to their intentions. Finally, several differences were noted in terms of demographic features. The target group is composed by females aged above 34 years with higher levels of income.O aumento notável na consciência social e ambiental em grande parte da sociedade de hoje, conduziu ao aparecimento de um grupo de consumidores que começou cada vez mais a interagir com factores éticos. Estes aspectos têm vindo a moldar a opinião dos consumidores sobre produtos e, a desempenhar um papel importante na sua decisão de compra. O principal foco deste estudo é sobre uma causa social e ambiental, designada por comércio justo, que teve uma difusão rápida dos seus princípios em todo o mundo e, consequentemente, teve um aumento no número de consumidores que afirmam fortemente apoiar este movimento através do seu poder de compra. O objectivo deste trabalho é fornecer um retrato das principais crenças, atitudes e outros determinantes do processo de tomada de decisão que formatam as intenções dos consumidores portugueses em comprar produtos provenientes do comércio justo. Esta investigação baseia-se na versão modificada da Theory of Planned Behavior, bem como em outros estudos anteriores no campo do consumo ético. Este estudo conclui que a maioria dos consumidores portugueses tem uma atitude relativamente favorável em relação ao comércio justo e à compra dos seus produtos. Os resultados revelam diferenças significativas entre os diferentes grupos de consumidores relativamente às crenças e às atitudes que moldam as suas intenções de compra. Contudo, quando questionados sobre quais os factores que os impedem de comprar a quantidade de produtos de comércio justo de que gostariam, há uma concordância entre os segmentos relativamente a alguns factores como a falta de informação disponível sobre os produtos de comércio justo e a fraca comercialização destes produtos em pontos de venda convencionais como supermercados, lojas de produtos naturais, mercearias, etc. Além disso, também referem o elevado preço destes produtos como uma das razões que os leva a não agir de acordo com as suas intenções. Por fim, foram observadas várias diferenças a nível das características demográficas. O segmento alvo é composto principalmente por mulheres com idade acima de 34 anos e com níveis de rendimentos mais elevados.
43
Almeida, Catarina Lopes. "Digital influencers : the impact that sponsorship disclosure has on consumers´ purchase intentions." Master's thesis, 2021. http://hdl.handle.net/10400.14/35021.
Full textAbstract:
In the past few years, it has been noticed a fast growth of social media platforms, not only for entertainment but also as platforms where companies promote their products and/or services to consumers through a recent marketing strategy - influencer marketing. This new concept has been increasingly adopted by companies mostly due to the appearance, in recent years, of digital influencers and their influence on followers’ purchase intentions.
This dissertation was developed in order to understand how the disclosure of sponsorship has an impact on consumers' purchase decision. It was considered expertise condition and product type - hedonic and utilitarian - as moderators, which may vary the purchase intentions of consumers under the condition of disclosure. Therefore, a survey was conducted with 232 valid responses obtained.
The results demonstrate that sponsorship disclosure has no significant impact on consumers' purchase intentions, regardless of whether the product type is hedonic or utilitarian or whether the digital influencer is an expert in the field or not. The results also indicated that digital influencers who are perceived as experts are able to generate greater buying intentions in utilitarian products than those who are not perceived by consumers as such.Nos últimos anos, tem-se verificado um notório crescimento das redes sociais, não só para lazer, mas também como plataformas para as empresas promoverem os seus produtos e serviços através de uma recente estratégia de marketing - influencer marketing. Este conceito tem sido muito adotado pelas empresas devido, maioritariamente, ao aparecimento nos últimos anos, dos influenciadores digitais e da sua influência na intenção de compra dos seus seguidores. Esta dissertação foi desenvolvida com o objetivo de perceber de que forma a divulgação de patrocínio tem impacto na decisão de compra dos consumidores. Considerou-se a condição de especialidade e dois tipos de produtos - hedónico e utilitário - que, como moderadores, poderão variar a intenção de compra dos consumidores sob condição de divulgação de patrocínio. Assim sendo, foi realizado um inquérito com 232 respostas válidas obtidas. Os resultados finais indicam que a divulgação de patrocínio não tem impacto significativo nas intenções de compra dos consumidores, independentemente de o produto ser hedónico ou utilitário ou o influenciador ser especialista na área ou não. No entanto, os resultados demonstram que influenciadores percebidos como especialistas, são capazes de gerar maiores intenções de compra em produtos utilitários do que os que não são percebidos pelos consumidores como tal.
44
Yang, Shou-tui, and 楊守對. "An Empirical Study of Consumers’ Purchase Intentions of Very Early Smoke Detection System." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/60092146014221656148.
Full textAbstract:
碩士國立臺灣科技大學
管理研究所
100
In the current global economic crisis many companies cut their budget for safety systems. As a result many companies increase their risks. The safety officers need to use their resources wisely so as to still get the best possible risk control. Many companies in this situation purchase VESDA（Very Early Smoke Detector Apparatus）to maximize protection against fire losses. This will safeguard your company’s long-term success. This research is based on a survey of corporate safety managers. This study intended to understand the Perceived Risk as it is influenced by the three parts: the Financial Risk, the Performance Risk and Time Risk. Two other factors studied was perception of Product Properties and Characteristics of the System Supplier. We have tried to determine the relative influence of each of these five variables on the Consumer’s Purchase Intention. We studied this in the hope that we can give some useful advice regarding an effective strategy for marketing and for a successful operation of businesses involved in supplying safety systems. The main research results are： 1. We found that the financial risk positively affect the purchase of a VESDA system 2. The characteristics of the supplier positively affect the purchase of a VESDA system 3. The performance risk positively affect the purchase of a VESDA system 4. Product properties positively affect the purchase of a VESDA system 5. If the customer has experienced substantial losses due to fire it positively affect the purchase of a VESDA system The consumer’s profit picture can influence his purchasing decision. The customer’s attitude about risk management also influences his inclination to purchase a VESDA system. To influence a corporation during its survey of systems so that is develops a higher perception of the quality of the system it will assist the customer in making a purchase decision. Recommendations for improved management practices are as follows: 1. Training of your sales representatives is very important. You need to develop a real understanding of the customer’s need so that you provide a very complete safety system design. 2. Provide very good after-sales service and technical support. 3. Cooperate with insurance companies on conferences exchanging ideas about risk management innovations and current trends in the field.
45
SHIH, MENG-TING, and 施孟廷. "Factors Influencing Consumers’ Purchase Intentions of Live Webcast: An Example on Facebook Live." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/36710568739970755492.
Full textAbstract:
碩士國立高雄應用科技大學
資訊管理研究所碩士班
105
The research purpose is to discuss the relationship among consumer perceived value of commodity, trust in anchor, commodity information, webcast interactive, institution-based trust mechanisms and consumers’ purchase intentions of live webcast. The research surveyed those users who have the watching experience on Facebook Live through the internet. There are 399 of 473 questionnaires are valid. The findings of this study include that (1) Consumer perceived value of commodity and trust in anchor significantly influence consumers’ purchase intentions. (2) Trust in anchor significantly influence the consumer perceived value of commodity. (3) Commodity information significantly influence the consumer perceived value of commodity. (4)Webcast interactive significantly influence the consumer perceived value of commodity. (5) Trust in webcast platform significantly influence trust in anchor. The conclusion of the research academically clarifies the factors influencing consumers’ purchase intentions of live webcast. Practically it provides the reference for live webcast platform vendor and anchor.
46
Guo, Yan-liang, and 郭彥良. "Linking the Brand Extension Modes of Products to the Purchase Intentions of Consumers." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/r94746.
Full textAbstract:
碩士銘傳大學
資訊管理學系碩士在職專班
96
In the past several decades, Taiwan businesses that focused on manufacture yet relatively neglected marketing, have although achieved the Taiwan economic miracle through the OEM production mode, contributing to creating Taiwan’s economic achievements, yet the process also leaves Taiwan businesses struggling to fine a survival niche amid the meager profit Margin. The trend compels businesses to begin pondering towards the path of creating private brands. Brands not only help to create higher added value and accumulate customer loyalty, but brand extension is also a vital strategy for businesses to enter the market rapidly and inexpensively using their existing brands. Nevertheless, with diverse considerations including cost cutting, getting close to the market, and the prevalence of a global configuration, the means for businesses to launch brand extension products is no longer limited to in-sourcing, but can also include outsourcing, brand licensing (Chao Chi, 1995). As producers tend to share a common skepticism in terms of whether the consumers hold different value perception on products under the identical brands but come from different origins, it highlights how businesses cannot afford to neglect the consumer’s attitude at the time when tackling global configuration. The study attempts to study the impact of the brand extension mode to the consumer’s purchasing desire, and to examine whether it also impacts the evaluation of the brand extension mode by incorporating the two elements of cognitively derived value and cognitive transaction value. The study picks one each highly involved and lowly involve product – the computer and beverage using the individual involvement chart Zaichowsky (1985) has developed, citing Chao Chi’s (1995) classification on brand extension modes, and adopts Grewal’s (1998) purchasing desire measurement questionnaire by dividing the respondents into six groups using the 3x2 (3 brand extension modes x two highly involved and lowly involved products) experiment method. Of the experiment subjects and respondents, the study randomly draws students from various schools as the experiment subjects focusing on the student body of a university in the northern Taiwan as the random sampling body, and places a total of 1,200 test respondents through random assignment to one of the six scenarios in the formal experimentation, where 200 respondents are to undergo the experiment in each scenario. Upon concluding the experiment, the study discovers that the brand extension modes do bear a significant impact to the consumer’s purchasing desire, where in-sourcing products derives a higher preference, OEM outsourcing does not really lead to the consumer’s resentment as expected, and brand licensing on products produced by other manufacturer has been found to likely to reduce the consumer’s purchasing desire towards the brand of products; as validated from the experiment analysis, the level of involvement also commands certain influence, where a highly involved product prompts the consumers to be more concerned of the extension mode the mother brand adopts. With past archival literature tends to focus on the level of emphasis by the consumers toward the brand extension mode, yet with today’s highly complex and detailed task-sharing in the producers’ global configuration, the question does beckon for all producers to find the answer. The study attempts to examine how brand extension mode impacts the consumer’s purchasing desire, and incorporates a product involvement comparison to discern whether a consumer holds a different valuation perception on the same brand of products that come from different means, which has been an innovative approach unseen in the past studies. Consequently the study finding more than present an inspirational significant to future researchers engage in similar subject study, but also provide crucial reference value for the industry sector in making decision on related matters. In addition to theoretical and managerial implications, limitations and suggestions for future research are also provided.
47
楊宗頴, Zong-ying Yang, and 楊宗頴. "The Influence of App Location Based Service toward’ the Purchase Intentions of Consumers." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/31460238393157550286.
Full textAbstract:
碩士國立中山大學
資訊管理學系研究所
102
According to the Taiwan Institute for Information Industry expected the trends of the Taiwan mobile market in 2014, to consume in App will change the patterns of consume. And the mobile shopping will become a major way for consumers, and it will combine with social network, location based service. In the mobile commerce, the advertisers send ads in order to guide the consumers to make a purchase in physical stores, this shows that location based service is very important nowadays. Thus, our study will focus on what factors impact consumers to make a purchase in physical stores after received a recommendation from the location based services App. Our study use the questionnaires to verify, the result of it showed that perceived novelty, perceived usefulness and perceived economic incentives affect consumers intention to use the recommendation to make a purchase, and perceived usefulness, perceived keep up with trends and perceived economic incentives will get a positive influence on consumers intention to use recommended App. The largest impact is the economic incentives and usefulness, that is, the extrinsic motivation has a greater influence. Our study also confirmed that these four dimensions can be applied to mobile commerce. The results of this study also can as a reference for mobile retailer to make a marketing strategy in the future that allow them to understand consumers even more.
48
Chang, Chia-Wei, and 張家瑋. "Exploring innovations of the Touch Tablet PCs’ towards consumers perceptions and purchase intentions." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/68408587384190768324.
Full textAbstract:
碩士僑光科技大學
企業管理研究所
100
Touch tablet computer brought customers with new experience since its entering market in April 2010. It is loved by the vast number of consumers with its special functions and performance. Although touch tablet computer enters the market not for a long time, but it has aroused a great competition for market amount the manufacturers. Faced with such great competition, the manufacturers can only keep continuous innovation, using new technology advantages, and gain the acceptance of customers on products performance. On marketing, they use unique marketing method to carry out different consumer demand service, so to keep the leading position in the fierce competition. The purpose of the study is to discuss through touch tablet computer innovation and perceived feeling to the effect of the customer purchase intention so that to know how enterprises to innovate. It is by continuously improve product quality, develop new performance products, or using a characteristic marketing method to gain acceptance of consumer, so as to increase the customer purchase intention. With the subject of touch tablet, this study uses questionnaire to conduct the survey to learn its customer purchase intention. Total of 350 questionnaires, and 300 valid questionnaires were received, the effective recovery rate reaches 85.4%. Then adopted the SPSS12.0 statistical software for analysis of data collected. By using descriptive statistical analysis, independent sample verification, single factor analysis, Pearson correlation analysis and regression analysis, the study can be concluded as follows: 1. Touch tablet computer product innovation has a significant effect on consumer purchase intention. 2. Effect of product innovation to consumer purchase intention is distracted by perceived quality significantly. 3. Effect of product innovation and marketing innovation to consumer purchase intention is undistracted by perceived value. 4. Woman consumer purchase intention on touch tablet computer is significantly higher than man consumers.
49
王紀尹. "Consumers’ Purchase Intentions toward Compatible Inkjet Cartridge Market Analysis by Gray Market Theory." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/7s26x4.
Full textAbstract:
碩士國立交通大學
管理學院碩士在職專班國際經貿組
92
This study focuses on compatible inkjet cartridge market analysis. Since compatible inkjet cartridge has market restriction caused by major inkjet printer manufacturing company, there is no specific marketing rule for this market. In this study, we try to use demand perspective from gray market and private label brand of retailers related studies to understand consumer’s intentions toward compatible inkjet cartridge market. Our finding shows “Consumer’s price consciousness” significantly and positively affect consumer attitude toward compatible inkjet cartridge; “Risk averseness” significantly and negatively affect consumer attitude toward compatible inkjet cartridge
50
Carvalho, João Pedro Lopes de. "Effect of green brand positioning towards purchase intentions." Master's thesis, 2020. http://hdl.handle.net/10400.14/29667.
Full textAbstract:
The environment and its protection is increasingly a hot topic in today's society. Environmental
problems are gradually creating a phenomenon in which members of society are concerned
about the impact of their day-to-day actions on a larger scale, thus re-evaluating their
consumption habits. In the meantime, new opportunities gradually emerge for companies with
sustainability concerns and strong environmental commitments. Nonetheless, something that
doesn't seem clear is how companies like Nature et Découvertes can integrate sustainability
concepts into their business models. Thus, this study aims to understand what green positioning
strategy ought N&D implement considering the green purchase predictors in the Portuguese
market. Nature et Découvertes is a French retailer in the natural and well-being market that will
soon be introduced in the Portuguese market by its holding company FNAC Darty. In order to
test different positioning strategies, and thus address the study question, an online questionnaire
was launched. Answered by 186 respondents, results indicated a greater effectiveness of
predictors over a procedure-oriented green positioning strategy (Beyond-Compliance
Leadership) over a product-focused one (Eco-Branding). Whereas it's the predictors that largely
define someone as a green consumer, it was defined that one strategy is more recommended
than the other, as long as the company targets an audience that meets the features that profile a
green consumer. Still, a descriptive analysis made possible to understand that consumers
choices are directly linked to the product and the procedure of the specific situation.