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Showing result 6 - 10 of 30 essays matching the above criteria.

  1. 6. The Impact of Brand Generated Content on Green Purchase Intention : A Study Based on Brand Generated Content on Social Media Platforms and Food Industry

    University essay from Umeå universitet/Företagsekonomi

    Author : Rupam Saha; [2022]
    Keywords : Green Consumerism; Green Purchase Intention; Green Foods; Green Products; Eco-friendly Foods; Sustainable Products; Environmental Friendly Products; Brand Generated Contents; Firm Generated Content on Social Media; Green Marketing.;

    Abstract : The increasing threats to the environment have led the consumers to enhance their concern for environment. As a result, consumers nowadays intend to purchase environmentally friendly products as part of showing their concern for environment. READ MORE

  3. 7. Cosmetics gone green : A quantitative experimental study on green promotional cues and consumers’ purchase intention

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Author : Therese Genovese; Charlotte Green; [2021]
    Keywords : green promotion; intrinsic cues; extrinsic cues; theory of planned behavior; ingredients; formula; packaging; brand; green cosmetic products; consumer behavior; purchase intention;

    Abstract : In the context of the world's increasing environmental challenges and the rise of green consumerism, promoting sustainable consumer behavior is more important than ever. This study aims at extending the understanding of consumers' purchase  intention of  environmentally friendly cosmetic products. READ MORE

  4. 8. Green Search Engine Usage - A Qualitative Study Exploring Why German Millennials Use the Green Search Engine Ecosia

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Lea Zehendner; Michelle Cron; [2021]
    Keywords : Green Search Engine Usage; Ecosia; Pro-Environmental Behaviour; Green Consumerism; Digital Green Consumerism; Business and Economics;

    Abstract : Aim: The aim of this study is to explore why German millennials use the green search engine Ecosia, as the organisation is experiencing considerable growth in Germany. Theoretical Perspectives: This thesis adopts well-established theories such as the Theory of Planned Behaviour, the Value-Belief-Norm Theory, and the Social Influence Theory. READ MORE

  5. 9. The factors of green consumerism and skepticism towards green advertising : What is the relation between skepticism towards green advertisement and the factors of green consumerism amongst Generation Y in Europe?

    University essay from Högskolan Dalarna/Institutionen för kultur och samhälle

    Author : Leila Govers; André Simons; [2021]
    Keywords : Green Consumerism; Advertising; Skepticism; European Generation Y;

    Abstract : Purpose – This study aims to test the relationship between skepticism towards green advertisement and environmental concern, attitudes toward green products, and green purchase behaviors amongst Generation Y in Europe.Design/methodology/approach – An online survey was spread amongst people of Generation Y (defined as being born between 1980-2000) who were born or are currently living in Europe. READ MORE

  6. 10. Green Millennials? : A Qualitative Study on the Impact of Green Marketing on European Female Millennials Purchase Behavior in the Fashion Industry

    University essay from Jönköping University/IHH, Företagsekonomi

    Author : Isabel Rotkirch; Larissa Lenk; [2021]
    Keywords : Green Marketing; Sustainability; Fashion Industry; Sustainable Fashion; Millennial; Purchase Behavior;

    Abstract : Background:  Distinguishing from competitors nowadays turns out to be more difficult as mass communication is a topical issue. Not only, but also in the fashion industry, sustainability is an upcoming topic, especially since this industry is deemed to be the second most polluting worldwide and strives for a change in consumerism. READ MORE