Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Organic hair care and the green purchasing gap: A TPB approach
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
2016 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The following explores the effects of certain consumer values such as health-, environmental- and appearance consciousness as well as of certain factors of perceived behavioral control such as trust, availability and price on the purchase intention of organic shampoo, in the German organic hair care market. This has been done through combining the theory of Ajzen (2002) about planned behavior and the study done by Yeon Kim and Chung (2011) on the attitude- intention relationship of organic hair care products in the US-market.

For this, a quantitative online survey has been conducted, which generated 306 valuable respondents. Correlation analysis, multiple regression analysis as well as an independent sample t-test were executed, in order to accept or reject the relationships among the different variables.

From this study it could be found that the consumer value environmental consciousness, as well as trust, as an aspect of perceived behavioral control, influence the intention towards buying organic shampoo. In contrast, the consumer values health- and appearance consciousness as well as the factors price and availability do not show a significant influence. This is why it is suggested to emphasize the marketing of organic shampoos on both environmental consciousness and trust, as they can have a significant influence on the purchase intention and therewith on the future success of the product.

Concerning the originality, this paper provides valuable insights for the German organic hair care market, about their customer’s wants and needs. This in turn will give the industry tangible advice for their marketing strategies and campaigns, and will help them prosper in the future. In addition, this paper broadens the perspective towards purchase influencing factors of organic hair care products, by extending and modifying the applications of the theory of planned behavior and the perceived behavioral control in the attitude-intention relationship. 

Place, publisher, year, edition, pages
2016. , 133 p.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hj:diva-30721ISRN: JU-IHH-FÖA-2-20160262OAI: oai:DiVA.org:hj-30721DiVA: diva2:940589
Subject / course
IHH, Business Administration
Supervisors
Examiners
Available from: 2016-06-21 Created: 2016-06-21 Last updated: 2016-06-21Bibliographically approved

Open Access in DiVA

fulltext(9085 kB)282 downloads
File information
File name FULLTEXT01.pdfFile size 9085 kBChecksum SHA-512
66172e9bd4c5687e07e283289ce59fa3a50ae48fc1e8f4ee2be12f797543870b74fe923e15c2aff49b8f34a21c1c55060cbc17b12e3e72a29a6b78086849721c
Type fulltextMimetype application/pdf

By organisation
JIBS, Business Administration
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 282 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 1077 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf