Antecedents of green purchase intention

: the case of personal luxury goods

Abstract

This Master thesis aims to explore the predictors of Green Purchase Intention (GPI) in the specific context of the luxury industry. The study builds on Ajzen’s (1991) Theory of Planned Behavior and additionally investigates whether specific psychographic characteristics are related to luxury consumers' likelihood to purchase green personal luxury goods. Hereby, the luxury category of fashion and leather goods exemplify the focal element of this research. Hypotheses are tested by a quantitative methodology, whereby convenience sampling is applied to gather luxury consumer data via an online survey distribution. The employed data analysis methods consist of Pearson Correlational and Hierarchical Multiple Regression analyses. The results have demonstrated that a reduced version of the Theory of Planned Behavior (TPB), excluding the original variable Perceived Behavioral Control, is appropriate to predict the GPI of green personal luxury goods. In addition to the TPB variables’ Attitude and Subjective Norm, the psychographic factors of Altruism and Environmental Knowledge were found to be correlated with luxury consumers' GPI in the context of this study and complete the theoretical framework.

Date of Award	27 Jun 2023
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Paul Lapoule (Supervisor)