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What drives purchase intention towards ethical products?: A study using modified theory of planned behaviour
Linnaeus University, School of Business and Economics, Department of Management Accounting and Logistics.
2017 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Course/Level: 2FE21E Undergraduate Bachelor Thesis

Authors: Anders Ly, Sarina Strahm and Yiling Zhou

Tutor: Dan Halvarsson

Examiner: Åsa Devine

Title: What drives purchase intention towards ethical products? A study using modified Theory of Planned Behaviour

Keywords: Consumer behaviour, theory of planned behaviour, moral obligation, self-identity, consumer attitude, attitude towards ethical products, perceived behavioural control, ethical products

Background: In recent days, consumers have become incrementally attentive of environmental issues, whereas various researches have suggested that raised awareness and the significance in consuming ethical products are supposed to affect the purchase intention of consumers. To further understand the consumers, theory of planned behaviour served as the theoretical foundation of this study. Theory of planned behaviour is a theory of relationship between attitude and behaviour, which seeks to explain the human behaviour

Purpose: The purpose of this study is to explain which factors drive purchase intention towards ethical products

Methodology: This study incorporated a quantitative approach with an explanatory purpose. The data was collected t through the use of a self-completion questionnaire. The gathered data was analysed with the use of Cronbach’s alpha, correlation analysis and multilinear regression analysis.

Findings: The current research provides empirical support that the components of attitude towards ethical product and self-identity have a positive influence on consumers purchase intention towards ethical products. The results from the multi-linear regression analysis suggested that Perceived behavioural control (PBC) and moral obligation failed to explain the relationship with purchase intention towards ethical products.

Place, publisher, year, edition, pages
2017. , 66 p.
Keyword [en]
Consumer behaviour, consumer attitude, Theory of planned behaviour, moral obligation, self-identity, attitude towards ethical products, perceived behavioural control, ethical products
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-65150OAI: oai:DiVA.org:lnu-65150DiVA: diva2:1108312
Subject / course
Business Administration - Marketing
Educational program
Marketing Programme, 180 credits
Supervisors
Examiners
Available from: 2017-06-12 Created: 2017-06-12 Last updated: 2017-06-12Bibliographically approved

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