Eco-consumption behavior : an empirical investigation into the purchase behavior for eco-friendly products in Nepal | |
| Author | Shrestha, Nikita |
| Call Number | AIT RSPR no.SM-20- |
| Subject(s) | Consumer behavior--Nepal Consumers' preferences--Nepal Consumption (Economics)--Nepal |
| Note | A research submitted in partial fulfillment of the requirements for the degree of Master of Business Administration |
| Publisher | Asian Institute of Technology |
| Abstract | Objective: The eco-consumption behavior can be a compelling manner to bolster sustainable consumption and production. The objective of this empirical study is to scrutinize the consumers’ pro-environmental behavior and factors which induces buying intention and behavior. The proposed framework consolidates the Theory of Planned Behavior (TPB) and other essential components. Methodology: Quantitative data collection methodology was conducted for the research. A total of 300 respondents were generated targeting young consumers of Kathmandu, Nepal. Statistical analysis was undertaken using Structural Equation Modeling (SEM). Findings: The findings from the Structural Equation Modeling (SEM) propounded that Attitude, Subjective Norms, Readiness to pay Premium Price (RPP) asserted positive and direct as well as indirect relation with mediating factor Purchase Intention and Purchase Behavior. For, Perceived Consumer Effectiveness (PCE), it only possessed positive impact on Purchase Intention. The research, however, did not find evidence to assist the argument that Perceived Ecological Knowledge and Concern (PEKC) have positive impact on Purchase intention. The study also found that Purchase Intention significantly influenced Purchase Behavior for eco-consumption. Implications: The research study provide suggestions which is useful for managerial implication and strategy making process. The positivity among young consumers to participate in green initiatives depicts a great market expansion possibility in Nepalese market. |
| Year | 2020 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Ransom, Lakeesha K.; |
| Examination Committee(s) | Vimolwan Yukongdi;Zimmermann, Willi; |
| Scholarship Donor(s) | Asian Institute of Technology Fellowship; |
| Degree | Research Studies Project Report (M.BA.) - Asian Institute of Technology, 2020 |