Date of Publication

1-29-2022

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Interdisciplinary Business Studies

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Decision Sciences and Innovation Dept

Thesis Advisor

Aida L. Velasco

Defense Panel Chair

Marinela B. Cabusao

Defense Panel Member

Ma. Louise Gena D. Crisologo

Abstract/Summary

In 2017, global plastic pollution surpassed 348 million tons. The growing amount of plastic waste in the environment is attracting more global attention as more consumers are becoming more eco-conscious in their Purchase Intention. The study aims to assess the relationship between Intrapersonal Factors and Purchase Intention, and the mediating effect of Green Brand Attitude and Green Brand Attachment on hedonic products with sustainable packaging. The researchers desired sample size of 260 respondents. The respondents were consumers of Mayumi Organics, indicating that they have either bought or used the product. Descriptive statistics, correlational analysis, simple linear regression, and mediated regression analysis were used to analyze the quantitative data. The researchers of this study used a confidence level of 90% and a margin of error of 5% to analyze the data. The results of the study indicate that there is a significant relationship between Intrapersonal Factors and consumer’s Purchase Intention on hedonic products with sustainable packaging. The results also showed that Green Brand Attitude and Green Brand Attachment mediates the relationship between the Intrapersonal Factors and the consumer's willingness to purchase hedonic products with sustainable packaging. Therefore, the researchers concluded that Mayumi Organics must continue their environmental efforts through utilizing sustainable packaging.

Abstract Format

html

Language

English

Format

Electronic

Keywords

Consumer behavior; Green products

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Embargo Period

2-20-2022

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