Factors influencing Finnish Generation Z consumer behaviors towards green purchase of cosmetics
Nguyen, Ngoc Minh Duyen (2021)
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202103223672
https://urn.fi/URN:NBN:fi:amk-202103223672
Tiivistelmä
The current study introduces the results from a mixed method study of Generation Z Finnish consumers regarding how perceived consumer effectiveness, perceived behavioral control, eco labelling and certification, and subjective norm/social norm and reference groups influence their consumption intention of green cosmetics.
The purpose of this research was to provide an empirical study to explain the correlation between independent variables (perceived consumer effectiveness, perceived behavioral control, eco labelling and certification, and subjective norm/social norm and reference groups) and dependent variable (consumption intention of green cosmetics) through testing four hypotheses. In this context, a conceptual model was proposed and subjected to empirical verification with the use of a questionnaire collected from 67 respondents aged from 15 to 25 years old in Finland.
Data were also collected from the interviews to provide supplementary data to the questionnaire.
The study revealed that while the research data supports the hypotheses that perceived consumer effectiveness eco labelling and certification, and subjective norm/social norm and reference groups have a significant, positive influence on Generation Z consumer green purchase of cosmetics, the hypothesis supposing that the perceived behavioral control influences positively on Finnish Generation Z customers’ future intentions to engage in green cosmetic consumption is not supported by research data. Based on the research findings, some managerial implications were generated for the marketers and manufacturers of green cosmetics.
The purpose of this research was to provide an empirical study to explain the correlation between independent variables (perceived consumer effectiveness, perceived behavioral control, eco labelling and certification, and subjective norm/social norm and reference groups) and dependent variable (consumption intention of green cosmetics) through testing four hypotheses. In this context, a conceptual model was proposed and subjected to empirical verification with the use of a questionnaire collected from 67 respondents aged from 15 to 25 years old in Finland.
Data were also collected from the interviews to provide supplementary data to the questionnaire.
The study revealed that while the research data supports the hypotheses that perceived consumer effectiveness eco labelling and certification, and subjective norm/social norm and reference groups have a significant, positive influence on Generation Z consumer green purchase of cosmetics, the hypothesis supposing that the perceived behavioral control influences positively on Finnish Generation Z customers’ future intentions to engage in green cosmetic consumption is not supported by research data. Based on the research findings, some managerial implications were generated for the marketers and manufacturers of green cosmetics.