MULTIDIMENSIONAL FACTORS INFLUENCING CONSUMERS’ PURCHASE INTENTION OF GREEN PRODUCTS: A COMPANY’S STRATEGY STUDY

Abstract

This study examined the variables that affect consumers’ intentions to purchase green products in Sarawak, Malaysia. The study proposed a conceptual framework that integrates key variables such as green product awareness, environmental attitudes, subjective norms, and price to investigate their impact on consumers’ purchase intentions. The theory of planned behavior (TPB) (Ajzen, 1991) serves as the foundation for the study. The questionnaire was developed and adapted from previous studies to meet the specific objectives of the current research. Purposive sampling was used to select respondents. Data was collected from 380 respondents who lived in urban locations across Sarawak. The data was analysed using IBM SPSS 29.0. Variables such as environmental attitudes and price have a significant influence on consumers’ purchase intention. The subjective norm has a moderate influence on consumers’ purchase intention. However, green product awareness has the least influence on consumers’ purchase intention in this study. These insights are essential for businesses and policymakers seeking to foster sustainable consumption in Sarawak, in accordance with the state’s overarching sustainability goals. The study enhances the theoretical understanding of green consumer behavior in developing regions and provides practical recommendations for promoting the adoption of green products, thereby fostering sustainable growth in Sarawak’s economy.