Sökning: "Ilona Schnieder"

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  1. 1. The relationship of internal, social and external determinants towards the green purchase intention of German Generation Y for fast moving consumer goods

    Magister-uppsats, Högskolan Dalarna/Företagsekonomi

    Författare :Svenja Bouwmann; Ilona Schnieder; [2017]
    Nyckelord :German Generation Y; green marketing; purchase intention; internal; social and external determinants; FMCGs;

    Sammanfattning : Purpose – The purpose of this thesis is to test the relationship of internal and social determinants (environmental attitude, social/subjective norms and perceived behavioural control) as well as external determinants (green marketing tools) towards the green purchase intention of German Generation Y for fast moving consumer goods (FMCGs). Design/methodology/approach – An online questionnaire was distributed to people of the German Generation Y (aged between 21 and 37) using non-probability sampling by means of volunteer and convenient sampling. LÄS MER