The effect of green marketing tools on millennial intention to purchase green products

• Main Author: Wan Nurul Adilah, Wan Yusoff
• Format: Thesis
• Language: English; English
• Published: 2015
• Subjects: GE Environmental Sciences; HF5415.33 Consumer Behavior.
• Online Access: http://etd.uum.edu.my/5216/

The objective of this research is to examine the effect of green marketing tools (eco-label, eco-brand, environmental advertising and trust) on millennial intentions to purchase green products. The sample size of this study is 374 samples represent of UUM local students. Multistage non probability sampling technique which is the combination of convenience and quota technique was used in this study. The questionnaires were analyzed with the Statistical Packaged for Social Science (SPSS) using descriptive, correlation and multiple regression analysis. The findings of this study indicated that eco-brand, environmental advertisement and trust have significant relationship with the millennial intention to purchase green product, however, eco-label had no influence. The discussion of analysis is provided in this study