Young Consumers Purchase Intention of Eco-Labelled Products: Evidence from Malaysia

Abstract

Young Malaysian consumers represents the future of Malaysia and promoting sustainable behavior is vital in the research fields of green behavior and sustainable development. Many eco-labelled studies on food products have been studied in Western and developed countries, but there is lack of knowledge to observe purchase behavior toward eco labelled food products in Asia and ASEAN countries.The study attempts to investigate factors that influence the purchase intention towards eco-labelled food products among young Malaysian consumers. A quantitative study using a self-conducted online questionnaire, with 217 usable questionnaires was used. Data was analyzed using structural equation modeling (SEM). Results show health consciousness, subjective norms and perceived behavioral control influenced the attitude to purchase eco-labelled food products. In addition, attitude mediated subjective norms and perceived behavioral control in influencing purchase intention. Future research could integrate more product-related perceptual factors, and factors such as cultural effects and self-identity could be further investigated. Practical implications for food manufacturers have been discussed at the end of the study.