Green Brands and the Consumer Purchasing Intention Based on the example of the Body Shop in Taiwan

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XU, YALUN (2011) Green Brands and the Consumer Purchasing Intention Based on the example of the Body Shop in Taiwan. [Dissertation (University of Nottingham only)] (Unpublished)

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Abstract

In recent decades, people’s life styles have significantly changed in comparison to what they used to be. Due to global warming and climate change, people are becoming more and more aware of environmental issues. This individual awareness has extended to impact the business world. Firms are increasingly paying more attention to the issues of social responsibility, and as part of this are trying to build a “green brand”. Therefore, this research will firstly attempt to clarify the relationship between a green brand and consumer behaviour. Secondly, it will discuss the kinds of situation that have the potential to influence consumers’ selection and purchase of a brand with green concepts. This dissertation will then examine a selection of consumer behaviour theories that assist in explaining consumer purchasing behaviour, in relation to green brands. Finally, this thesis will make practical suggestions and recommendations on how companies can implement green branding.

In order to complete this research, a quantitative research methodology was adopted, and a questionnaire was developed. The questionnaire results are expected to clarify the relationship between green brand and purchasing intention. Close-ended questions were used to obtain more accurate answers, alongside a Likert-style rating scale with six scales to provide greater stability and to assist in guarding against uncertain answers from respondents. After collecting data from consumers via the specifically developed questionnaire, which was available on the web, this study utilises Statistical Products and Services Solution (SPSS v. 16.0) software to analyse the data.

The results gained from the data analysis process provide the foundation for the central argument discussed in this dissertation and the recommendations made for future implementations and research.

Item Type: Dissertation (University of Nottingham only)
Depositing User: EP, Services
Date Deposited: 05 Aug 2011 09:43
Last Modified: 07 Mar 2018 18:55
URI: https://eprints.nottingham.ac.uk/id/eprint/24733

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