An Assessment of Green and Non-Green Consumers Intention to Purchase Green Products in Malaysia

DOI

10.2991/assehr.k.210805.066How to use a DOI?

Keywords

Behavioral, green and non-green consumer, green products, purchase intention, sustainability

Abstract

Malaysian demands for green products are escalating due to health concern and green products are common in Malaysia due to various green campaigns in medias over the decades. Yet, the market saturation of green products remained at infancy stage in Malaysia. Therefore, ability to foresee the consumers’ purchase intention on green products is crucial for marketers especially for those who promote products that emphasize animal well-being and environmentally conscious. Theory of Planned Behavior was utilized for this study on green products; and the results indicated that variables such as attitude towards environment and animal welfare, influence of green movement, environmentalist and friends and education level are important in influencing green consumers’ purchasing intention on green products. In addition, age, education and income level, subjective norm such as family and green movement are crucial in determining the non-green consumers’ purchase intention on green products.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Phuah Kit Teng
AU  - Siti Intan Nurdiana Wong Abdullah
AU  - Bernard Lim Jit Heng
AU  - Kelly Wong Kai Seng
PY  - 2021
DA  - 2021/08/08
TI  - An Assessment of Green and Non-Green Consumers Intention to Purchase Green Products in Malaysia
BT  - Proceedings of the International Conference on Economics, Business, Social, and Humanities (ICEBSH 2021)
PB  - Atlantis Press
SP  - 413
EP  - 419
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.210805.066
DO  - 10.2991/assehr.k.210805.066
ID  - Teng2021
ER  -