The research study is on the green marketing but specifically on consumers’ attitudes and purchase intention of eco-friendly products. It has been the global concern for the purpose of the preservation of the polluting and degradation of environment. Many studies have been done on the green marketing exploring the importance of the topic and relationship to the attitude and purchasing behavior of the consumers of eco-friendly products. Through the vital information provided by the expertise, competent and experience researchers, companies have understood the importance of green marketing in order to produce eco-friendly products and these provided much rich information for the literature studies of the thesisThe objective of this research was looked into and explored the influencing of the four traditional marketing-mix elements, satisfaction and word of mouth (WOM) on attitude and purchasing intentions of consumers on eco-friendly products specifically fasting moving consumer goods (FMCG) or non-durable ones. The purpose of the study was to obtain information from consumers’ point of view. Furthermore, one perspective of the study was to look into the comparison of the Swedish and the Non-Swedish their attitudes towards eco-friendly products. A questionnaire provided to obtain the views of the Swedish and others nationalities, how they are influenced by the marketing-mix elements (4P), satisfaction and WOM concerning green attitudes and purchase intention of eco-friendly products. A quantitative approach was adopted for the study by using a questionnaire, one paper version and another online version the total sample was composed of 174 respondents, 81 were collected through internet by using Google.doc surveys and Facebook and 93 by using standard paper questionnaire form. Furthermore, convenient sample was used to collect data so the chosen boundary was Umeå University and its residents.Our findings indicated that consumers who already bought eco-friendly products and those who are satisfied by these previous purchases were willing to repeat purchases. Indeed satisfaction goes with purchase intention. Furthermore the importance of WOM and Advertising about green products the fact that consumers believe in green claim explain the variance of the purchase intention. Positive attitudes concerning willingness to pay an extra price for green products are also correlated with purchase intention. However we discovered also that positive attitudes towards green products do not always lead to action i.e. purchase of these products. Our findings demonstrated that there were differences in attitudes and purchase intention toward green products between mainly the women and men and between the Swedish and the Non-Swedish.

While online shopping has high social acceptance and support from mature related industries in China, a considerable number of consumers choose to shop offline. The purpose of this study is to explore the specific factors that give consumers the intentions to shop offline. The Theory of Planned Behavior (TPB) is adopted as the theoretical framework to give a holistic view of intention-forming. Multiple-case studies are performed in this qualitative research. We study the contents of the interviews via TPB. Fifteen Chinese consumers take part in the research as the respondents in semi-structured interviews. After coding transcriptions, we explore detailed factors and divide them into three aggregates from TPB: attitude, subjective norm and perceived behavioral control. The analysis of the interviews also supports the transformation of three dimensions of TPB.

Athletes have become more than sports professionals; they are million dollar investments for brand images. Businesses worldwide have transitioned old promotional schemes to athlete endorsements and have experienced positive reactions to the public change. Athletes connected with consumers on a heroic level and translated the brand’s message to purchasers through the theory of transference of affect (White, Goddard, & Wilbur, 2009). Subsequently, there had been an equal rise in the caution businesses exercised as several athletes found occupancy in negative press. Those involved in scandals posed reputational risks for businesses and could reduce positive transference to consumers. The purpose of this study was to test the impact of negative media portrayal (reputation) about athlete endorsers on male consumer’s purchase intentions and attitude favorability towards high or low involvement products. Online surveys were distributed to a Midwestern University, 196 surveys were analyzed. Findings showed purchase intention was affected by reputation for high involvement products; reputation was not an accurate predictor of consumer attitude toward high or low involvement products. Athletes involved in scandals remained effective as endorsers for low involvement products whereas, athletes with positive reputations succeeded when promoting high involvement products.

Thesis (MBA)--Stellenbosch University, 2014. / ENGLISH ABSTRACT: For companies, merely offering green products does not guarantee long-term market success (Hansen, Risborg & Steen, 2012). In many cases, consumers fail to act green despite stating that they intend to do so and having a positive attitude towards green behaviour. This is referred to as the attitude-action gap (Lane & Potter, 2007; Eckhardt, Belk & Devinney, 2010). What is required is a deeper understanding of the underlying reasons for green consumer behaviour, such as consumer values, in order to develop effective green marketing strategies (Hansen, 2008; Kim & Chung, 2011). The purpose of the research was to use Ajzen’s theory of planned behaviour (TPB) (1985) to study the link between the personal values of consumers and their attitudes and behaviour toward purchasing green vehicles in the South African market. It focused on alternative fuel vehicles (AFVs) and, more specifically, hybrid and electric-drive vehicles (HEVs and EVs), since these are the only type of AFV currently available in the South African market. In addition, it investigated the role that subjective norm (SN) and perceived behavioural control (PBC) has on the intention to purchase AFVs. The analysis failed to find a significant relationship between the four higher-order values (self-enhancement, self-transcendence, openness to change and conservation) and attitude. In the case of openness to change and conservation, this was not entirely unexpected, but a lack of a significant relationship between self-enhancement, self-transcendence and attitude was an interesting result, which warrants further investigation, as the use of the ESS Human Value Scale as measurement instrument could be brought into question. The analysis also found significant relationships between attitude, subjective norm, and perceived behavioural control and behavioural intention. Of the three constructs, attitude was found to have the most significant impact on behavioural intention. These findings are in support of modern literature and emphasise: 1. that consumers do not rely on their values when forming an attitude towards AFVs and, thus, the marketing of AFVs should not rely on value-driven marketing, 2. that attitudinal factors has the biggest influence on intention, 3. that the perceived support and encouragement of referent others are important considerations for individuals, and 3. that control factors also play a critical role when consumers decide whether to purchase an AFV or not. The marketing of AFVs should thus focus on these three factors, including shaping attitudes, emphasising the role of referent others and informing consumers about control factors.