Academic journal article Asian Social Science

The Antecedents of Green Purchase Intention among Malaysian Consumers

Academic journal article Asian Social Science

The Antecedents of Green Purchase Intention among Malaysian Consumers

Article excerpt


The objectives of this research are to identify the factors influence the green purchase intention and to determine the relationships between the factors (determinants) and green purchase intention among Malaysian consumers. A descriptive research was conducted to address the research objectives. The survey research was undertaken among the Malaysians who are members of one of the Activist Groups in which is a Non-government Organization (NGO) in Malaysia. The adopted sampling method was simple random sampling. There were 230 usable questionnaires which were analyzed with the Statistical Package for Social Science Software version 19. Five hypotheses were developed for this research and all hypotheses were tested using Pearson Correlation Analysis and Multiple Regression Analysis. The results of the study indicated that government initiative has the most significant influence on green purchase intention among Malaysian consumers. In contrast, eco-label failed to show significant relationship to green purchase intention. The finding of insignificant impact of eco-label on the green purchase intention from this study is in contrast with the finding from Nik Abdul Rashid (2009) because both studies were carried out among Malaysian consumers.

Keywords: green purchase intention, environmental knowledge, environmental attitude, peer pressure, government initiative, eco-label

1. Introduction

The rapid growth of the global economy is always linked to the increasing of consumers' consumption worldwide. The environment deterioration caused by the over consumption and utilization of natural resources from the consumers is always a concern from the public. As the environment continues to worsen, it has become a persistent public concern in developed countries. Moreover, it also awakens developing countries to the green movement for preservation of the environment.

Beginning in the 1970s, a significant amount of research has been conducted on consumer behaviour for green products. Many variables including values, beliefs/knowledge, needs & motivations, attitudes, and demographics were shown to drive consumer choice in regards to purchasing environmental friendly products (Bui & Loyola, 2005). However, there has been very few studies conducted on green purchasing behaviour (Tanner & Kast, 2003; Lee, 2008; Cheah, 2009). Lee (2008) argued that compared to Western countries, the green marketing studies in Asian countries are relatively less.

A review of the extant literature in Malaysia showed that no study has been conducted in testing the antecedents of green purchase intention based on the combination of adapting Theory of Reasoned Action (TRA) model and other selected variables used in this research in the Malaysian context. In order to close the research gap, this research focused on identifying and testifying the determinants of green purchase intention in the context of Malaysian consumers.

The objectives of this research are: (1) to identify the factors influence the green purchase intention among the Malaysian consumers, and (2) to determine the antecedent relationships between the factors and the green purchase intentions among Malaysian consumers.

This study seeks to extend the understanding of the various determinants of the green purchase intention derived from the extant literature. Studies performed by Cheah (2009), and Chen and Chai (2010) found that there is an increased demand for green products in Malaysia. A market survey from one of the leading market survey service providers, Marketsensus claimed that green consumers in developing countries showed the most willingness to support green consumerism compared to other Asia-Pacific countries (Lung, 2010). Consumers from emerging markets in the region were more willing to pay more for green products. Nearly 95% of Thai consumers and over 80% of Malaysian and Korean consumers were willing to pay more; less than 60% of consumers from Hong Kong and Australia showed willingness to pay more (Lung, 2010). …

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