The current research develops a framework to examine how green product display influences green purchase intention, in this case how product shelf presentation influences green purchase intention. When green products are put on the same shelf with non-green products (mixed display) and when green products are put separately (standalone display). The research introduces the food/nonfood product types as the research moderator to moderate the relationship between green product display and green purchase intention. Green product efficacy was also studied as mediator of the relationship between green product display and green purchase intention. The result of the experimental 2x2 between-group subject design found that green product display (standalone/mixed) has significant effect to green purchase intention, while the interaction between food/nonfood product type and standalone/mixed green product display does not significantly influence consumer purchase intention. Important academic and managerial implications are drawn based on the research.

Title Page..............................................................I
Acknowledgement........................................................II
Abstract .............................................................III
Table of content........................................................V
List of Table..........................................................VI
List of Figure........................................................VII
Chapter 1 Introduction................................................. 1
1.1. Background........................................................ 1
1.2. Research Gap...................................................... 4
1.3. Research Purpose and Questions.................................... 6
1.4. Significant of Study.............................................. 7
Chapter 2 Literature Review............................................ 8
2.1. Green Product Display............................................. 8
2.2. Product Type......................................................10
2.4. Green Product Efficacy............................................11
2.5. Purchase Intention................................................12
Chapter 3 Proposed Research Framework and Related Hypothesis...........14
3.1. Effect of Green Product Display on Green Purchase Intention.......14
3.2. The Moderating Effect of Product Type (Food/Nonfood) .............15
3.3. The Mediating Effect of Green Product Efficacy....................16
Chapter 4 Research Methodology…………………………………………………….17
4.1. Overview of the Study…………………………………………………….....17
4.2. Stimuli Development……………………………………………………….....17
4.3. Measure...………………………………………………………………........18
4.3.1 Green Product Efficacy perceptions…………………………….........18
4.3.2 Green Buying Experience…………………………………………..........18
4.3.3. Green Product Knowledge…………………………………………………….19
4.3.4. Green Purchase Intention………………………………………..........19
4.4. Research Sample……………………………………………………….........19
4.5. Questionnaire Design……………………………………………………………19
4.6. Data Collection………………………………………………………………….20
Chapter 5 Data Analysis and Results…………………………………………....21
5.1. Manipulation Check……………………………………………………………..21
5.2. Main Effect and Interaction Effects……………………………………….21
Chapter 6 Discussion and Conclusion………………………………………………23
6.1. Discussion………………………………………………………………………..23
6.2. Theoretical Implication……………………………………………………….24
6.3. Managerial Implication……………………………………………………....25
6.4. Limitation of the study and Future Research Direction……………….26
References……………………………………………………………………….......27
Appendix A Scale Measurement………………………………………………….....35
Appendix B Standalone Display with Product Type Food……………………….36
Appendix C Standalone Display with Green Product Nonfood………………….37
Appendix D Mixed Display with Green Product Food…………………………….38
Appendix E Mixed Display with Green Product Nonfood…………………………39
Appendix F Questionnaire…………………………………………………………….40

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