Factors influence Green Product Consumption Intention in Malaysia: A Structural Approach

Abstract

-Global warming is arguably one of the most serious dangers facing the world today. The weather is shifting, and catastrophes are occurring in all directions. Additionally, food security has become a significant concern in terms of green behaviour. People are becoming increasingly concerned about environmental protection. Consuming green products, for example, is a critical effort that consumers can do. Numerous studies have been performed in this field, but only a few have been conducted in the Malaysian setting. Thus, the purpose of this research is to determine the variables that influence consumers in Malaysia to consume green goods. The conceptualization and formulation of hypotheses are informed by relevant literature. Seven independent factors were tested to the dependent variable, intention to consume green products: attitude, environmental concern, perceived price, perceived value and quality, environmental knowledge, health consciousness and social influences. The questionnaire was adopted in accordance with previous research. Data were collected using survey method. About 347 data were collected from 500 questionnaires distributed through convenience sampling to respondent who want to consume green product. The data was analyzed using statistical packages for the social sciences (SPSS) version 27 and SMART PLS version 3.3.7. Findings postulates attitude, health consciousness, perceived price and social influences were significant towards intention of green product consumption in Malaysia. In general, the study results will assist green marketers in developing successful marketing strategies that would allow them to reach a larger proportion of customers.