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Consumer Perspectives Towards Buying Green Products: A Survey of Food Sector in Tanga Municipality

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Show simple item record Uhagile, Glory T. 2019-02-06T12:55:51Z 2019-02-06T12:55:51Z 2018
dc.identifier.citation APA en_US
dc.description A Dissertation Submitted in Partial Fulfilment of the Requirements for Award of the Degree of Master in Business Administration-Corporate Management (MBA-CM) of Mzumbe University en_US
dc.description.abstract The literature argues that there is greater health and environmental consciousness in the present-day society, yet there still exists a huge green purchasing gap. This study, therefore, aimed at examining the consumer perspectives towards buying green food products and had specifically targeted to identify consumer self-perceptions in buying green food products, analyzing the consumer price perceptions in buying green food products, and analyzing consumer environment perceptions in buying green food products. After thorough literature review, the researcher proposed significant relationships between each perspective and the buying intention. This survey study was deductive in nature where theories of planned behaviour and consumer perspectives were tested. Quantitative data were collected in a cross-sectional manner, using a well-structured questionnaire given to a sample of 399 respondents. Statistical Package for Social Science (SPSS) version 22 and AMOS version 23 was employed in the analysis of data. Study findings reveal that consumers‟ actual buying decision is highly influenced by their health benefit perceptions of green food products. Perceptions of food quality and its safety were also found to be good predictors of consumers‟ actual buying decision that affects it positively contrary to a price which influenced the same negatively. On the other hand, environment perceptions showed no significant relationship to buyers‟ actual buying decision. The findings are consistent with most previous studies in the sense that all self-perceptions and price proved to significantly affect buyers buying decision, while environment perceptions surprisingly revealed an uncertain relationship to an actual buying decision. These findings can help marketers of green food products to increase and diversify their markets by making the right promotions. This can be by focusing on the most important factors proved to have more influence on buyers‟ actual decision to buy, for example; focusing promotions on health benefits than environmental ones. Successful green campaigns can be done by strategizing the focus on the most influential factors for green food consumption. en_US
dc.description.sponsorship Mzumbe University en_US
dc.language.iso en en_US
dc.publisher Mzumbe University en_US
dc.subject Consumer Perspectives, Buying Green Products, Buying, Green products en_US
dc.title Consumer Perspectives Towards Buying Green Products: A Survey of Food Sector in Tanga Municipality en_US
dc.type Thesis en_US

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