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How green marketing is influencing consumer purchase decision: A qualitative research on generation Y Consumers in Ireland buying groceries

Pathak, Pawankumar Girishchandra (2022) How green marketing is influencing consumer purchase decision: A qualitative research on generation Y Consumers in Ireland buying groceries. Masters thesis, Dublin, National College of Ireland.

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Due to growing threats to the environment, humanity is facing severe issue such as climate change, citizens across the world have shifted their focus towards green products. (Zhang and Dong, 2020). The growing consumer awareness about the environment, marketers have shifted their business strategy towards green marketing strategy in order to protect environment and increase the profitability at the same time (Banerjee et al, 2003). This study seeks to find how green marketing is influencing generation Y consumers purchase decision in Ireland. The consumer behavioural as well as the green marketing aspects will be studied through qualitative research by conducting online interviews and thematic analysis of the interview data. In order to achieve research objective generation Y is chosen because they have maximum contribution in the economic activities and will be continuing further for 10 to 20 years. Ireland is a country in which people from across the world are migrating and there is high influx of international students, so this research will give some insights about global green perspective. The focus of the research is to find (a) Identify characteristics of the products are considered green by the consumers. (b) Do green labelling and green packaging have any positive impact on buying green products. (c) Does pro-environmental behaviour lead green consumerism. (d) Examine how green advertising impacts green consumption. (d) Examine the effect of product price in purchasing green products. This study becomes immensely important as there are no studies on Irish green market and the crucial findings from this study will have impact on marketers in developing marketing strategies to sell green products based on the factors identified in this paper.

Item Type: Thesis (Masters)
Tan, Eileen
Uncontrolled Keywords: Consumer behaviour; green marketing; Ireland; Green consumerism; green groceries; green products; green attitude; green behaviour
Subjects: H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
G Geography. Anthropology. Recreation > GE Environmental Sciences > Environment
H Social Sciences > HF Commerce > Marketing
H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Retail Industry
Divisions: School of Business > Master of Science in International Business
Depositing User: Tamara Malone
Date Deposited: 22 Mar 2023 13:44
Last Modified: 22 Mar 2023 13:44

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