| Abstract [eng] |
SUMMARY VILNIUS UNIVERSITY BUSINESS SCHOOL DIGITAL MARKETING STUDY PROGRAMME UGNĖ KLUPŠAITĖ THE IMPACT OF GAIN, NORMATIVE AND HEDONIC FACTORS ON INTENTION TO PURCHASE COSMETIC PRODUCTS IN ECO FRIENDLY PACKAGING ONLINE Supervisor – Doc. dr. Elzė Rudienė Master’s thesis was prepared in Vilnius, in 2024 Scope of master’s thesis - 52 pages Number of tables - 20 Number of figures – 4 Number of bibliography and references – 81 The main objective of the Master's thesis was to investigate the impact of factors such as benefit, normative, hedonic on the intention to purchase cosmetic products in environmentally friendly packaging online. The factors were categorised and then combined into relevant groups according to previous research and the models and theories used. The empirical study aimed to test the main effects of the factors identified in the literature analysis through the hypotheses raised. The Master's thesis consists of three main parts: the analysis of the literature, the research methodology and data analysis. In the theoretical part, a literature analysis was carried out to identify the factors that influence consumers' intention to purchase goods in environmentally friendly packaging and relate them to different theories and models, but with a strong emphasis on the Theory of Planned Behaviour. In the methodological part, a research model was developed based on a theoretical analysis of the literature and 10 hypotheses were put forward. A quantitative research approach was applied, using a questionnaire format where respondents were presented with pictures of environmentally friendly packaging examples. The total number of respondents collected was 254. The collected data were analysed using SPSS statistical software. The results showed that all the factors studied have an impact on the intention to purchase cosmetic products in environmentally friendly packaging. The most important factor (with the strongest impact) is personal innovativeness, reflecting not only the importance of technological developments in terms of different environmentally friendly packaging, but also consumers' interest in what is happening around them. Another important result of the study relates to the reciprocal relationship between purchase intention and the relevant factor blocks. This suggests implications not only for further research but also for practitioners. The results provide a basis for further research to investigate consumers' awareness of the choice of goods in environmentally friendly packaging, not only for cosmetics, but also for other products, focusing on online purchases, which may make it difficult for consumers to make a choice, simply due to lack of information. |
