Green awareness and its impact on consumers purchasing decision: Case of university students in the Turkish Republic of the northern Cyprus

Samah Ibnou-Laaroussi, Husam Rjoub, Zanete Garanti

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

Abstract

Environmental protection has become the interest of everybody more specifically nowadays it has drawn students' attention. In this study, we examined the green awareness on consumers' purchasing decision: Case of university students in the Turkish of Republic Northern Cyprus. Thus, our investigation sought to underline the awareness of environmental concerns, price, brand image, green products and students' willingness to purchase green features. A sample of 551 respondents' from five universities was collected and analyzed via regression models. A multiple regression was first performed to investigate relationship between green awareness and university students' purchasing decision. The findings show that awareness of environmental concern, awareness of price, awareness of brand image, green products and willingness to purchase green product are statistically significant and affect positively students' purchasing decision in TRNC markets.

Original languageEnglish
Title of host publicationProceedings of the 31st International Business Information Management Association Conference, IBIMA 2018
Subtitle of host publicationInnovation Management and Education Excellence through Vision 2020
EditorsKhalid S. Soliman
PublisherInternational Business Information Management Association, IBIMA
Pages6894-6908
Number of pages15
ISBN (Electronic)9780999855102
Publication statusPublished - 2018
Externally publishedYes
Event31st International Business Information Management Association Conference: Innovation Management and Education Excellence through Vision 2020, IBIMA 2018 - Milan, Italy
Duration: 25 Apr 201826 Apr 2018

Publication series

NameProceedings of the 31st International Business Information Management Association Conference, IBIMA 2018: Innovation Management and Education Excellence through Vision 2020

Conference

Conference31st International Business Information Management Association Conference: Innovation Management and Education Excellence through Vision 2020, IBIMA 2018
Country/TerritoryItaly
CityMilan
Period25/04/1826/04/18

Keywords

  • Awareness of green products
  • Green Marketing
  • Purchasing decision

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