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The impact of Eco-labels on Driving Consumer Behaviour in the Food Industry. A Study of Millennial Consumers in Ireland.

Ozer, Selin (2020) The impact of Eco-labels on Driving Consumer Behaviour in the Food Industry. A Study of Millennial Consumers in Ireland. Masters thesis, Dublin, National College of Ireland.

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Abstract

Eco-labels have gained increasing attention from scholars in the green marketing field. Ecolabels as an indicator of sustainable products are believed to be an effective strategy to change consumer behaviour towards purchasing green products as well as raising awareness towards the concept of sustainability. However, it has not been discovered deeply in Ireland yet. While worldwide theoritical knowledge can be put into use to modern society on a global scale, there is still very little known about the consumers in Ireland especially from the population of millennials.

This study aims to investigate the impact of Eco-labels on driving millennial consumers green purchasing behaviour in the food industry in Ireland. It has intended to understand consumer understanding of eco-labels and main behavioural drivers to purchase green products.

In this explanatory research to understand the relationship of eco-labels and green consumer behaviour, quantitative research design was used with a deductive approach. The questionnaire was used to find out whether millennial consumers understand variety of eco-labels on packages in food products, and thus if it helps to drive actual behaviour to buy green products.

According to findings, the positive impact of eco-labels on purchasing behaviour amongst millennial consumers have been suggested as initiatives which increase the chance of creating a sustainable production chain and preserve the natural environment.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Food Industry
Divisions: School of Business > Master of Science in Marketing
Depositing User: Dan English
Date Deposited: 08 Feb 2021 16:13
Last Modified: 08 Feb 2021 16:13
URI: http://norma.ncirl.ie/id/eprint/4706

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