The Relationships between Green Labelling, Social Influence and Green Awareness, and Purchase Intention towards Environmentally Friendly Products

Abstract

The importance of sustainable consumption practices has grown significantly, becoming a major concern for both the market and society in developed and developing countries. This study seeks to investigate the factors that influence consumers' attitudes and decision-making when shopping for environmentally friendly products. This study investigates the influence of green labelling, social influence, and green awareness and belief on purchase intention. This research focuses on consumers from Kuching, Sarawak, where the questionnaires were distributed online via social media platforms. The analysis reveals a positive and significant relationship between purchase intention and green labelling, social influence, and green awareness and belief. Therefore, all the hypotheses are supported. This study contributes new empirical evidence regarding the factors that influence consumers' attitudes and decision-making towards environmentally friendly products. The findings enhance our understanding of consumer awareness and intentions regarding environmentally friendly purchases in developing countries, particularly in regions rich in natural and renewable resources.