FACTORS AFFECTING FRENCH GREEN PURCHASE INTENTION OF PALM OIL FREE NUT BUTTER

Abstract

Green purchase intention can stimulate multinational firms and society in the long way towards sustainability while finding the equilibrium between demand and supply in the context of environmental issues. France, one of the main actor in COP21 Paris agreement, is a major consumer of palm oil nut butter while this natural resources’ exploitation is highly criticized for damaging the planet. The purpose of this research is to analyze the factors affecting green purchase intention towards palm oil free nut butter within a sample size of 264 French consumers using an online questionnaire. With the random sampling method, the paper collected data that were statistically analyzed with SPSS’s multiple linear regression test, in order to discuss about environmental concern, environmental knowledge, green advertisement and perceived consumer effectiveness relationship with green purchase intention. The findings of the research show a significant and positive influence from environmental concern and perceived consumer effectiveness on green purchase intention with a predictability of 43%. Green advertisement and Environmental knowledge were not significant for this research. The paper will also provide several recommendations for future studies.