Rehman, Zahoor Ur (2023) Factors influencing Malaysian consumers’ intention to purchase green products: a moderating role of perceived price sensitivity. Doctoral thesis, Universiti Tun Hussein Onn Malaysia.

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Abstract

The Malaysian government has several green initiatives in an effort to sustain its environment by producing and consuming green products. Consumers are also making an effort to purchase more green products and reduce their own carbon footprint. However, it is still a fact that green products are being purchased at a relatively low level in Malaysia. Considering the green purchase intention in Malaysia, this study specifically focuses on investigating the influence of attitude, subjective norms, perceived environmental concern, perceived environmental knowledge, perceived consumer effectiveness and government green initiatives on consumers’ intentions to purchase green products and the moderating effect of price sensitivity. Methodologically, the study is deductive, and a quantitative research approach was used. The data was collected via a questionnaire based on a cross-sectional design. The population and sample of the study were millennial consumers from the three states of Malaysia: Johor, Selangor, and Perak. A non-probability and convenience sampling technique was used in this study, and a total of 413 responses were received from the respondents. For data analysis, the structural equation modelling (SEM) technique was used with the help of Smart-PLS to test the proposed hypotheses. The results revealed that factors (apart from subjective norms) significantly influence Malaysian consumers’ intention to purchase green products. In addition, price was found to have significant moderating effect on the relationship between attitude, perceived consumer effectiveness, government green initiatives, and intention to purchase green products. To assure effectiveness of the study findings, marketers, manufacturers, and policymakers can act in the right way to increase consumers' intentions toward purchasing green products in Malaysia. This study can also benefit consumers directly by demonstrating that their efforts can be a significant contributor to Malaysia's sustainability. Finally, the study's originality contributes to the Theory of Reasoned Action by adding these factors in the context of green products, particularly in Malaysia

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