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dc.contributor.advisorNysveen, Herbjørn
dc.contributor.authorTarannum, Iffat
dc.contributor.authorKovalev, Timofei
dc.date.accessioned2019-08-21T11:40:04Z
dc.date.available2019-08-21T11:40:04Z
dc.date.issued2019
dc.identifier.urihttp://hdl.handle.net/11250/2609518
dc.description.abstractAt present, green consumer behavior is an emerging topic for both academia and business. According to various scholars, individual factors, including motivation, environmental concern, attitudes, personal values, etc. as well as external factors, including socioeconomic conditions, availability of the products, etc. are considered to be major factors for the adoption of green products. Studies also show that green purchase behavior also varies across gender. Brough et al. (2016) claimed that men and women vary in terms of green behavior to adhere to the socially accepted concept of masculinity and femininity. Therefore, this study aimed to further identify the antecedents of green purchase behavior and to examine the moderating effect of masculinity-femininity concept on the relationship between the antecedents and the green purchase intention. The conceptual framework was based on Theory of Planned Behavior, Identity Expressiveness Theory, and Theory of Trying. Masculinity-femininity concept was measured using both one-dimensional (bipolar, traditional way of measurement) and two-dimensional (contemporary view) scales. Cross-sectional survey (N=203) on NHH students was conducted to test the conceptual model. Results illustrate that frequency of past behavior, perceived behavioral control and attitude towards green products had a strong positive influence on green purchase intention, while subjective norms negatively influenced the intention. Furthermore, the direct effect of masculinity-femininity was not found significant on the purchase intention. Additionally, out of all interaction effects between masculinity-femininity and the antecedents, interaction effect between masculinity and subjective norms was proven to be positive. Overall, the conceptual model explained 62.8% of the variance of the intention to purchase sustainable products. Based on the results, theoretical and managerial implications were proposed, followed by future research and model extension suggestions.nb_NO
dc.language.isoengnb_NO
dc.subjectmarketingnb_NO
dc.subjectbrand managementnb_NO
dc.subjectgendernb_NO
dc.subjectGreen productsnb_NO
dc.subjectSustainable consumptionnb_NO
dc.subjectIdentity expressivenessnb_NO
dc.subjectTheory of Planned Behaviornb_NO
dc.titleAntecedents for green purchase intention : moderating effect of masculinity-femininity on the relationship between antecedents and green purchase intentionnb_NO
dc.typeMaster thesisnb_NO
dc.description.localcodenhhmasnb_NO


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