The relationship of internal, social and external determinants towards the green purchase intention of German Generation Y for fast moving consumer goods

University essay from Högskolan Dalarna/Företagsekonomi; Högskolan Dalarna/Företagsekonomi

Abstract: Purpose – The purpose of this thesis is to test the relationship of internal and social determinants (environmental attitude, social/subjective norms and perceived behavioural control) as well as external determinants (green marketing tools) towards the green purchase intention of German Generation Y for fast moving consumer goods (FMCGs). Design/methodology/approach – An online questionnaire was distributed to people of the German Generation Y (aged between 21 and 37) using non-probability sampling by means of volunteer and convenient sampling. Results of 401 completed questionnaires were analysed using correlation, multiple linear regression and moderated regression analysis. Findings – Significant and positive relationships were found between environmental attitude, social/subjective norms, perceived behavioural control and eco-labelling towards the green purchase intention of German Generation Y for FMCGs. A significantly negative relationship was detected between price sensitivity and green purchase intention. Eco-labelling and price sensitivity were not moderating the relationship between environmental attitude and green purchase intention. Demographic factors had hardly any influence on the green purchase intention. Practical implications – German Generation Y depicts good potential as key market for green FMCGs. Those consumer goods especially when eco-labelled should be included in producers’ and retailers’ portfolios. Internal, social and external factors are considerable for the marketing strategy by addressing environmental concerns, social norms, responsibility towards society and emphasising customer’s own control of purchasing green while pricing green FMCGs rather not higher than 10% than conventional product prices. Originality/value – This paper contributes to the under-researched field of determining factors for the green purchase intention of Generation Y in Europe, while closing the gap for the unexplored context of Generation Y in Germany.

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