Proceedings of the tenth International Conference on Entrepreneurship and Business Management 2021 (ICEBM 2021)

Understanding the Purchase Intention of Female College Students on Green Packaging Beverage Products between Taiwan and Vietnam

Authors
Cheng Lung Li1, *, Tran Huyen Thi Thanh1
1Department of Business Administration, Kun Shan University, Tainan, Taiwan, R.O.C.
*Corresponding author. Email: chenglung.li@gmail.com
Corresponding Author
Cheng Lung Li
Available Online 11 May 2022.
DOI
10.2991/aebmr.k.220501.013How to use a DOI?
Keywords
green packaging; 4C; marketing strategies
Abstract

This research adopts marketing 4C theory to explore customer’s purchase intention on green packaging beverage products between two groups of female college students in Vietnam and Taiwan. The study conducts a qualitative method by moderating two focused groups to understand different buying perspectives and behaviors. The results provide insights for marketers and local governments in developing effective global marketing strategies to appeal to young consumers buying green packaging products among different countries and further encourage everyone to reduce their ecological packaging footprint. The findings of this study will directly benefit socially responsible companies for promoting their products to young consumers in Vietnam and Taiwan.

Copyright
© 2022 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article distributed under the CC BY-NC 4.0 license.

Download article (PDF)

Volume Title
Proceedings of the tenth International Conference on Entrepreneurship and Business Management 2021 (ICEBM 2021)
Series
Advances in Economics, Business and Management Research
Publication Date
11 May 2022
ISBN
978-94-6239-575-6
ISSN
2352-5428
DOI
10.2991/aebmr.k.220501.013How to use a DOI?
Copyright
© 2022 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article distributed under the CC BY-NC 4.0 license.

Cite this article

TY  - CONF
AU  - Cheng Lung Li
AU  - Tran Huyen Thi Thanh
PY  - 2022
DA  - 2022/05/11
TI  - Understanding the Purchase Intention of Female College Students on Green Packaging Beverage Products between Taiwan and Vietnam
BT  - Proceedings of the tenth International Conference on Entrepreneurship and Business Management 2021 (ICEBM 2021)
PB  - Atlantis Press
SP  - 74
EP  - 79
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220501.013
DO  - 10.2991/aebmr.k.220501.013
ID  - Li2022
ER  -