An examination of the influences on 'green' mobile phone purchases among young business students: an empirical analysis

Abstract

This article examines the determinants of eco-friendly electronic good consumption among students at a large Australian university who have been exposed to a marketing campaign, Mobile Muster. Empirical research generally shows younger consumers to be less concerned about the environment. Similar studies demonstrate that peer pressure has a large role to play. Accordingly, using the theories of reasoned action and planned behavior, this study examines subjective norms, attitudes, perceived control, environmental concern, altruism, risk aversion, price consciousness, involvement, branding, environmental knowledge, and their relationship with purchase intentions. It is the first study to exami..