QR Code Link : Type : Thesis Subject : Business, Marketing, International Trade Main Author : Visshenthera Baboo Title : The Impact of Sustainability Certifications on Consumer Willingness to Pay A Premium For Palm Oil Products Content Type : still image (rdacontent) Media Type : computer (rdamedia) Carrier Type : online resource (rdacarrier)

Place of Production : Tanjong Malim Publisher : Tun Razak Graduate School Year of Publication : October 2024 Physical Description : ill, 75 pages Notes : Research Project Submitted in Partial Fulfilment of the Requirements \r\nfor the Degree of Master of Business Administration Corporate Name : UNIRAZAK Library PDF Full Text : Login required to access this item.

Abstract : UNIRAZAK Library

This research proposal examines the influence of sustainability certifications on consumer willingness to pay a premium for palm oil products amidst increasing environmental and social concerns associated with palm oil production. The study is structured across five chapters. Chapter 1 introduces the problem of unsustainable palm oil production and sets the research objectives, focusing on understanding how consumer awareness, perception, and trust in certifications influence their purchasing behavior. Chapter 2 presents a comprehensive literature review, exploring existing theories such as the Theory of Planned Behavior (TPB) and empirical studies on consumer behavior toward sustainability certifications. Chapter 3 outlines the research methodology, detailing the use of a quantitative cross-sectional survey distributed to 384 respondents, with data analysed through correlation and multiple regression techniques. Chapter 4 provides the results, showing that awareness significantly influences perception (r = .676, p < .001), perception enhances trust (r = .520, p < .001), and trust positively impacts willingness to pay a premium (B = .076, p = .034), while awareness has a negative impact on willingness to pay (B = -.217, p < .001). Finally, Chapter 5 discusses the implications of these findings, suggesting that trust is a key driver of consumer behavior, and recommends strategies for businesses and policymakers to promote credible certifications and build consumer trust in sustainable practices.

This material may be protected under Copyright Act which governs the making of photocopies or reproductions of copyrighted materials. You may use the digitized material for private study, scholarship, or research.

Back to previous page

Installed and configured by UNIRAZAK Library
If you have enquiries with this repository, kindly contact us at pustaka@unirazak.edu.my or 03-2707275