Please use this identifier to cite or link to this item: https://hdl.handle.net/20.500.12540/347
Title: The investigation of consumers’ behavior intention in China for green skincare products
Authors: Lao, Keye 
Issue Date: 2020
Source: Lao, K. (2020). The investigation of consumers’ behavior intention in China for green skincare products [Unpublished bachelor's thesis]. Wenzhou-Kean University.
Abstract: This study examines what factors impact customer's purchase intention in China to green skincare products and tries to provide some managerial recommendations to existing companies. Applying the theory of planned behavior (TPB) model, this study uses a questionnaire to collect data from121 respondents and Hayes Process and structural equation modeling to test the moderating effect. The result indicates that attitude, subjective norm, and perceived behavior control have a significant direct effect to purchase intention. Also, the country of origin (COO) and price sensitivity moderate the purchase intention and its antecedences, when COO and price sensitivity become stronger, the direct effect can strength. The findings can benefit the green skincare company about the understanding of customer purchase behaviors.
URI: https://hdl.handle.net/20.500.12540/347
Appears in Collections:Theses and Dissertations

Files in This Item:
File Description SizeFormat 
wku_etd001_cbpm01_000319.pdf678.78 kBAdobe PDFThumbnail
View/Open
Show full item record

Page view(s)

415
checked on Jun 25, 2021

Download(s)

182
checked on Jun 25, 2021

Google ScholarTM

Check


This item is licensed under a Creative Commons License Creative Commons