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  • School of Business and Law
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  • Master's theses in Business Administration (-2013)
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  • Master's theses in Business Administration (-2013)
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Predicting women purchase intention for green food products in Indonesia

Sudiyanti, Sudiyanti
Master thesis
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Sudiyanti Sudiyanti.pdf (4.267Mb)
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http://hdl.handle.net/11250/135342
Utgivelsesdato
2009
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  • Master's theses in Business Administration (-2013) [319]
Sammendrag
This study investigated the applicability of the Theory of Planned Behavior in predicting

women consumers on their intention towards purchasing green food products

among 406 participants. Using linear regression, five independent variables

had been examined: attitude towards green food products, subjective norms, perceived

behavioral control, and perceived difficulty in predicting purchase intention.

The results reveal further evidence of consistency between Attitude, Subjective

Norm, Perceived Behavioral Control and Perceived Difficulty as presented in

Theory of Planned Behavior. Despite the supporting evidence for the original Theory

of Planned Behavior, Environmental Knowledge, additionally, has been found

to be the immediate predictor of Purchase Intention. It also has been demonstrated

that among the predictors, Subjective Norm was found to be the most considerably

factor in predicting purchase intention.

Keywords: Theory of Reasoned Action; Theory of Planned Behavior; Green Marketing;

Consumer Behavior; Indonesia
Beskrivelse
Masteroppgave i økonomi og administrasjon - Universitetet i Agder 2009
Utgiver
Universitetet i Agder ; University of Agder

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