Online Purchasing Behavior of Green Products

• 발행기관: 한국유통과학회
• 저자명: Jegatheesan RAJADURAI Vathana BATHMANATHAN Nurnazurah AZAMI
• 간행물 정보: 『The Journal of Asian Finance, Economics and Business(JAFEB)』Vol. 8 No.6, 305~317쪽, 전체 13쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2021.06.30

영문 초록

Generation Y (Gen Y) consumers are challenging the traditional buyer-seller relationship. Sellers must adapt their approach to marketing in order to win the attention, business and loyalty of Gen Y buyers. Hence, this study aimed to examine Gen Y’s green purchasing decisions relating to online products in Malaysia. The study adopted a qualitative and quantitative approach. Items from past studies were adapted and shared with a focus group to ensure they were in line with the current trends and purchasing behavior of the Gen Y population. The items were then validated by two experts from industry and academia. A total of 113 Gen Y consumers completed the questionnaire. The data collected was analyzed using PLS-SEM software. The results of this study show that societal influence, willingness to pay higher prices for green products and government initiatives have a positive and significant effect on Gen Y online green purchasing decisions. This study supports global initiatives to create a green society by providing strong evidence of the variables that influence the Gen Y cohort’s decision to purchase green products in Malaysia and, therefore, serves as a valuable insight for producers and the government endeavoring to develop a greener society.

목차

1. Introduction

2. Literature Review

3. Research Methodology

4. Results

5. Discussion and Conclusion

키워드

Generation Y Online Purchasing Decision Societal Influences Government Initiatives Green Products