Green product buying intentions among young consumers: extending the application of theory of planned behavior
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Received October 11, 2017;Accepted April 19, 2018;Published May 10, 2018
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Author(s)Link to ORCID Index: https://orcid.org/0000-0002-9530-9304
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Link to ORCID Index: https://orcid.org/0000-0003-3265-612X, Sunaryo Sunaryo ,
Link to ORCID Index: https://orcid.org/0000-0003-0054-9004 -
DOIhttp://dx.doi.org/10.21511/ppm.16(2).2018.13
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Article InfoVolume 16 2018, Issue #2, pp. 145-154
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This research reveals the factors explaining the purchase intention toward green products among young consumers. Young consumers are beginner consumers who are going to play an important role to take a responsibility in preserving the environment. Theory of Planned Behavior (TPB) is selected as the main theoretical framework in this research alongside some other variables (environmental concern, environmental knowledge, and willingness to pay), which are added in the research model to expand TPB application. Three hundred and twenty-six respondents were interviewed through a survey and the data are analyzed using Structural Equation Modeling (SEM).
The findings illustrated that not every explanatory variable influenced the purchase intention toward green products among young consumers. Environmental concern and attitude did not influence the purchase intention toward green products among young consumers.
- Keywords
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JEL Classification (Paper profile tab)M11, M31, O32
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References49
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Tables2
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Figures2
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- Figure 1. The proposed research framework
- Figure 2. Structural equation modeling resultsa
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- Table 1. CFA – validity and reliability
- Table 2. Hypotheses testing results on the structural model
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Impact of meme marketing on consumer purchase intention: Examining the mediating role of consumer engagement
This paper analyzes an emerging form of social media marketing, meme marketing, which has gained attention for its ability to entertain and engage users. Marketers and companies are recognizing the value of using memes as a tool to connect with consumers. To understand the effects of meme marketing activities, this paper aims to examine the impact of meme marketing activities on consumer purchase intentions and concurrently assess the mediating role of consumer engagement. The study encompassed 452 Indian social media users with active social media accounts and familiarity with memes and meme marketing concepts. It employed a quantitative methodology backed by robust statistical techniques. The method used for analysis was Structural Equation Modeling (SEM) through Analysis of Moment Structures (AMOS) software. The results found that meme marketing activities have a direct and significant positive impact (β = 0.257, p < 0.05) on consumer purchase intentions. It further shows that meme marketing has a direct and significant positive impact (β = 0.745, p < 0.05) on consumer engagement. It shows that consumer engagement has a direct and significant positive effect (β = 0.651, p < 0.05) on consumer purchase intention. However, the indirect impact of meme marketing activities on consumer purchase intentions is also significant, resulting in partial mediation. The study findings hold value for marketing managers, agencies, and companies that interact and engage consumers with memes and undertake meme marketing activities.
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Ruslana Pikus, Nataliia Prykaziuk
, Mariia Balytska
doi: http://dx.doi.org/10.21511/imfi.15(4).2018.18
Investment Management and Financial Innovations Volume 15, 2018 Issue #4 pp. 219-228 Views: 3815 Downloads: 345 TO CITE АНОТАЦІЯIn the current conditions of the Ukrainian economy, which is characterized by crisis phenomena and frequent changes in legislation, the insurance organizations are facing a number of difficulties in maintaining their financial sustainability. Moreover, these processes take place under the increased requirements for solvency of insurers. However, a significant part of domestic insurance companies is financially unstable, which is conditioned not only by the lack of funds, but also by the low level of management. This situation hinders the further development of the insurance market in Ukraine and has a negative impact on all areas of the domestic financial system and prevents it from successful integration into the European financial field. In order to address this problem, it is necessary to distinguish the key groups of risks that affect the financial sustainability of insurance organizations, among which there are the following: insurance, strategic, market risk, risk of inefficient capital structure, risk of limiting the insurance company’s liquidity, tax risk, investment risk, operational risk, the risk of ineffective organizational structure of the enterprise, and information risk. It should be noted that under conditions of changing environment, the impact of these risks only increases, and therefore the task of minimizing the impact of these risks on the activities of insurance companies is highly important. Accordingly, the authors of the article proposed a four-stage strategy to manage the financial sustainability of the insurance company, the purpose of which is to identify the risks of limiting the insurer’s financial sustainability, their qualitative and quantitative assessment, as well as the development and implementation of appropriate measures to minimize and eliminate unacceptable consequences.
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Short video marketing factors influencing the purchase intention of Generation Z in Vietnam
Thi Thuy An Ngo, Phu Quach
, Thanh Vinh Nguyen
, Anh Duy Nguyen
, Thi Minh Nguyet Nguyen
doi: http://dx.doi.org/10.21511/im.19(3).2023.04
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Acknowledgment
The authors express a sincere gratitude to all the participants who generously took part in this research study.