Determinants of Green Product Purchase Intention

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Ai Chin Thoo
Nor Haslinda binti Mohd Lawi
Farrah Merlinda Muharam
Umar Haiyat Abdul Kohar
Tan Liat Choon
Norhayati Zakuan

Abstract

There are three hypotheses were developed for the study. The first hypothesis is about the relationship between green brand positioning and green product purchase intention. The second hypothesis is about the relationship between green brand knowledge and green product purchase intention. The third hypothesis is about the relationship between attitude towards green brand and green product purchase intention. Out of the three hypotheses, only two hypotheses are supported which are green brand positioning and green brand knowledge on green product purchase intention. The green consumer knowledge has biggest impact on green product purchase, followed by green brand positioning. The attitude towards green brand has no relationship with green product purchase intention. The study found that the adjusted R² is 0.776. This means approximately 77.6% of the green products purchase intention could be explained by the green brand positioning and green brand knowledge.

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References

Malhotra, N. K. (2012). Basic Marketing Research. 4th ed., Pearson, USA.

Suki, N. M. (2016). Green product purchase intention: impact of green brands, attitude, and knowledge. British Food Journal, 118(12), 2893-2910.

Yadav, R., and Pathak, G. S. (2016). Young consumers' intention towards buying green products in a developing nation: Extending the theory of planned behavior. Journal of Cleaner Production, 135, 732-739.

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