Environment Concern and Consumer Behavior of Generation Y towards Green Brands
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Abstract
The purposes of this research are 1) to compare perception, attitude and purchase intention between groups of generation Y consumers with different degrees of environment concern and 2) to test the relationship between perception, attitude and purchase intention of generation Y towards green brands. This study is a quantitative analysis of the questionnaire data collected from 400 respondents aged between 18 and 38 years in Bangkok, who have perceived environmental communications from The Body Shop and L’Occitane.
This research results indicate there are statistically significant differences of perception, attitude, and purchase intention toward green brand between consumer groups with the different degree of environment concern. Also, the perception of green brand is positively correlated with attitude toward the green brand, while the attitude toward green brand is positively correlated with purchase intention toward the green brand. Furthermore, the perception of green brand is positively correlated with the purchase intention toward green brand as well.
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บทความทุกบทความเป็นลิขสิทธิ์ของวารสารวิชาการมนุษยศาสตร์และสังคมศาสตร์ มหาวิทยาลัยบูรพาเท่านั้น
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