The impact of green marketing of food and beverages on consumers' purchase intention

Yong, Xin En (2024) The impact of green marketing of food and beverages on consumers' purchase intention. Final Year Project, UTAR.

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Abstract

Green marketing is helpful in affecting the consumers’ purchase intention to encourage actual purchase. It is essential to study how the green marketing of F&B would have effect on the purchase intention of consumers to address the environmental issues effectively. The objective of this study is to determine the factors of green marketing which would affect the consumers’ purchase intention in the F&B sectors. Data analysis is done from the obtained primary data. The findings of this study indicated that the green product, promotion, and packaging of green products does impact the consumers’ purchase intention. However, the price of green product is not exactly influencing the purchase intention of consumers. The study's findings have provided some insightful information and implications to the body of literature regarding green marketing. This study could be served as a guideline for further studies related to the green marketing and consumers’ purchase intention.

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