Determinants of Green Product Purchase Intention among Adults in Malaysia

Abstract

Green products are among the most frequently purchased products in the world due to their environmental sustainability promise. However, there is a scarcity of data on consumers' intentions to buy green products in emerging nations. Thus, this study aims to investigate factors that influence intention to buy green products among adults in Malaysia. A total of 302 respondents who are Malaysian adults have participated in this study. The findings indicated that consumer attitude, subjective norm, perceived behavioral control and green awareness have positive impact on the purchase intention for green products. However, environmental concerns do not influence purchase intention for green products. The findings from this study contribute to improve the understanding of intention to purchase green products, which could play a major role towards sustainable consumption.