Students’ attitudes towards Green Marketing and the effects on their study destination choice : The case of HAMK University of Applied Sciences
Pham, Linh Phuong (2019)
Pham, Linh Phuong
2019
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019082818010
https://urn.fi/URN:NBN:fi:amk-2019082818010
Tiivistelmä
Green marketing has risen its importance recently in response to the concerns towards environmental issues among consumers. In understanding these concerns, the value theory of Schwartz has been used in previous research. In the education sector, it has been proven that students have environmental concerns. As one of the most important stakeholder group, it is important for universities to understand their students.
This thesis has been written in collaboration with Häme University of Applied Sciences (HAMK) and analyses the correlation between personal values and green marketing attitudes utilizing the Schwartz value theory, as well as the correlation between green marketing attitudes and study destination choices.
The study included a survey, with answers collected from 112 students. After regression analysis, it was concluded that personal values do not have influence on green marketing attitudes. Interestingly, these attitudes were proven to have a direct impact on students’ study destination choice.
It has been recommended that HAMK take actions and start implementing green marketing activities because this is a potential factor when students choose their institutions. The limitations of this study include a small sample size and the inability to measure the importance of green marketing as a determiner of institution choice among other determiners.
This thesis has been written in collaboration with Häme University of Applied Sciences (HAMK) and analyses the correlation between personal values and green marketing attitudes utilizing the Schwartz value theory, as well as the correlation between green marketing attitudes and study destination choices.
The study included a survey, with answers collected from 112 students. After regression analysis, it was concluded that personal values do not have influence on green marketing attitudes. Interestingly, these attitudes were proven to have a direct impact on students’ study destination choice.
It has been recommended that HAMK take actions and start implementing green marketing activities because this is a potential factor when students choose their institutions. The limitations of this study include a small sample size and the inability to measure the importance of green marketing as a determiner of institution choice among other determiners.