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

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.

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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  -