Factors influence Green Product Consumption Intention
in Malaysia: A Structural Approach
ARUNAGIRI SHANMUGAM, GEEVANESWARY SATHTHSIVAM,
YEOH SHWU CHYI, TAN SUANG SIN, RUSNIFAEZAH MUSA*
Faculty of Business and Management, AIMST University,
Bedong, Kedah, MALAYSIA
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.
Key-Words: - Intention to consume, attitude, health consciousness, perceived price, social influences.
Received: May 13, 2021. Revised: January 26, 2022. Accepted: February 7, 2022. Published: February 18, 2022.
1 Introduction
Global population growth, along with technological
advancements, has developed a set of standards for
the betterment of living circumstances. Consumers
are increasingly aware of environmental concerns
and want to engage in ecologically responsible
actions in this scenario. According to [1],
environmental difficulties have been a top priority
for many governments since the 1990s, and they
have increased their attention on resolving the
issue. This is seen in the increasing number of
ecologically concerned initiatives being
implemented globally, such as firms refusing to
give plastic bags and prohibiting the use of plastic
straws. Not to mention the growing number of
environmentally friendly items marketed and
labelled. According to [2], environmental buying is
increasing as a consequence of consumer concerns
and knowledge about the environment.
Additionally, [3] propose that as time passes and
more information becomes accessible, more
environmentally conscious purchases will be made.
This conclusion was bolstered by another research
conducted in Malaysia [4], which emphasised
consumers' desire to purchase green-based goods
(organic food). According to [5], the customer's
opinion of the product's quality has a substantial
influence on their decision to buy it or not. This
illustrates that consumers are driving the expansion
of environmentally aware purchasing.
Additionally, green marketing plays a significant
role, indicating a rising demand for
environmentally and socially responsible goods and
services [4]. As a consequence, the purpose of this
research is to ascertain the factors that influence
Malaysian consumer’s intention to consume green
product. The relevant literature serves as a guide
for the formation and formulation of hypotheses.
Thus, this research would enable firms to
concentrate on the ways in which they may utilise
their goods to enhance their green marketing.
WSEAS TRANSACTIONS on BUSINESS and ECONOMICS
DOI: 10.37394/23207.2022.19.59
Arunagiri Shanmugam,
Geevaneswary Saththsivam,
Yeoh Shwu Chyi, Tan Suang Sin,
Rusnifaezah Musa
E-ISSN: 2224-2899
666
Volume 19, 2022
2 Literature Review
2.1 Concept for a Green Product
The advancement of technology has led in an
increase in industrial activities that have had a
negative impact on the environment [6] [7]. The
environment has been over-exploited, resulting in
the emergence of numerous negative changes such
as climate change, pollution, global warming, and
ozone layer depletion [8], all of which have become
significant threats to today's world and increased
consumer concern about environmental protection
[8][9]. This suggests that consumers are growing
more knowledgeable and concerned about the
environment, resulting in a change in their attitudes
toward green living [10]. As a consequence of these
pressures, commercial organisations have begun to
prioritise environmental considerations in their
manufacturing and marketing operations [6]. A new
marketing strategy termed "green marketing" is
founded on a strong commitment to social
responsibility and the reduction of negative
environmental consequences.
Green marketing is a hot topic in the corporate
world. To ensure that the green product's
orientation is effective and has an effect on
purchase intention, some elements must be
considered in the marketing, including the
advertisement's credibility [8]. The administration
has taken several measures to avert additional
environmental degradation while fostering
economic development [11]. Businesses have
chosen environmental practises. The first answer to
this environmental challenge was the development
of products seen to be environmentally friendly
and valuable to consumers [12]. By contrast,
although firms have resource limits, consumer
expectations have increased significantly.
Businesses are increasingly seeking to maximise
resource use without compromising quality,
recognising that customers care about the
environment, and green marketing has profited
from this emphasis on sustainability [8].
Green businesses will aid in addressing difficulties
from a commercial standpoint, and creating
awareness is a key first step toward producing an
environmentally friendly product [8][13][14].
Recent studies demonstrate that firms have
requested more social responsibility in reaction to
media reports of an increase in global warming
emissions. Manufacturers have begun to adapt and
improve some industrial processes in order to
enhance environmental conservation [8][15]. With
rising stakeholder expectations, particularly
consumer demand to protect the environment,
firms go beyond addressing environmental
regulatory challenges to provide alternatives such
as new environmentally friendly products [16].
Certain firms have developed environmentally
conscious packaging and support cases for
promotional activities [17][18].
2.2 Intent to Consume Green Product
TPB theory developed by [19] is one of the most
influential theories of behavioural decision-making.
The theory of reasoned action [20] originated from
the theory of reasoned action (TRA), which
explains how individual determinants, social
environment, and non-volitional factors all affect
intention [21]. When three components of the TPB
framework are combined: attitude, subjective norm,
and perceived behavioural control, a "behavioural
intention" is formed that impacts behaviour.
Meanwhile, past research has enhanced the TPB
model for assessing consumers' green purchasing
intentions by including new variables based on the
original variables. Additionally, this study used the
attitude-behavior-context (ABC) paradigm to
examine the influence of consumer behaviour on
green purchase intentions [22]. This theory
provides a useful framework for examining
consumer behaviour [22]. This study proposed
attitude, perceived price, environmental concern,
perceived value and quality, environmental
awareness, health consciousness, and social factors
as unique predictors of green consumption
intention based on earlier research. Prior studies
expected a relationship between these qualities and
green purchasing behaviour when the TPB model
was enlarged [22] [23][24][25][26].
Thus, this study presents a theoretical framework
for influencing consumers' green consumption
intentions by combining consumer behaviour
theory with an extension of the TPB model and
ABC theory. At times, green consumption intention
is seen as a crucial prerequisite for motivating and
pushing clients to make actual consumption of
products and services. Numerous research examine
the intentions of consumers in order to identify
their actual behaviour. [27] define "green
purchasing intention" as a customer's desire to
obtain environmentally friendly products.
Consumers are buying green products to help
preserve the environment or to prevent inflicting
damage to it [28].
WSEAS TRANSACTIONS on BUSINESS and ECONOMICS
DOI: 10.37394/23207.2022.19.59
Arunagiri Shanmugam,
Geevaneswary Saththsivam,
Yeoh Shwu Chyi, Tan Suang Sin,
Rusnifaezah Musa
E-ISSN: 2224-2899
667
Volume 19, 2022
Additionally, [29] proposed three criteria for
assessing green buying intentions: considering
green purchases, switching to other brands for
ecological reasons, and switching to green versions
of current products. Consumers' current and
projected purchases of environmentally friendly or
green products is a crucial aspect to consider when
analysing consumer behaviour. Additionally, it
assists in gauging consumer demand for
environmentally friendly items.
2.3 Attitudes toward Green Products
Numerous studies have explored the antecedents of
green purchase intentions in aggregate, aggregating
all green products [31][31][32]. In these research,
the TPB serves as the basis for the integrated
framework utilised to explore consumption
intention of green product. Attitudes, subjective
norms, and perceived behavioural control are the
three major antecedents of the TPB that influence
green product consumption intention [14]. Attitude
may be described as a consumer's internal feeling
of preference or antipathy toward a green product
or marketing campaign. Subjective norms (a subset
of social norms) are a consumer's perception of
society pressure to engage in environmentally
friendly purchasing behaviour (GPB). Finally,
perceived behaviour control reflects a consumer's
assessment of the ease or difficulty of participating
in green purchasing behaviour.
Meanwhile, the TPB makes no consideration for
the effect of motivating factors on consumer
attitudes toward and consumed of green products
[31][33][42]. Study done by [34] examined green
consumption in Thailand using the TPB and found
that consumer attitudes, subjective norms, and
perceived behavioural control all had significant
direct impacts on the GPI. Surprisingly, Indian
study [35] showed a significant association
between client sentiments toward green items and
subjective criteria. Additionally, the study
demonstrated a relationship between client attitudes
toward green consumption intention and perceived
behavioural control. In general, past research
confirms the TPB model's capacity to effectively
forecast green consumption intentions.
2.4 Environmental Concern/ Consciousness
Environmental concern is defined as commitment
and awareness towards various environmental
problems [36]. Inevitably, the consumption
intention towards green products would be affected
by the individual’s consciousness and concern
towards the environment [37][38]. [39] have
examined the purchase intention towards green
cosmetics among consumers in the twin cities of
Rawalpindi and Islamabad. Their findings show
that environmental consciousness is the driven
force behind the consumers’ purchase intentions of
green products. In the same year, [34] have found a
significant positive relationship between
environment concern and green products purchase
intention of young consumers (i.e., those in the age
group of 18 – 30 years old) in Thailand.
Likewise, two past studies that employed university
students as respondents have further supported the
relationship. [40] have found that the environment
concern is the predominant factor to influence the
purchase intention towards green products (i.e.,
Ades Mineral Water) among university students in
Indonesia. They have stated that those who are
likely to practice green behavior have a high degree
of awareness for their environment. The findings of
study conducted at a university in Iraq has also
shown that environmental concern has a significant
positive influence on the green [41][43]. In two
most recent studies conducted in Java Island and
China, environmental concern is also found to have
a positive and significant relationship with green
product purchase intention [43].
2.5 Perceived Price
Perceived price is defined as consumer’s perception
or estimation of price which is formed by objective
monetary price (i.e., actual price of a product) and
perceived non-monetary price (i.e., price encoded
by consumers) [44]. In actual fact, the purchase
decision making of the consumers is made based on
their perceived price which is either “cheap” or
“expensive” [44]. The influence of perceived price
on the consumers’ consumption intention has been
examined by several past studies [45][46][47]. A
study [45] shown that perceived price fairness has a
significant positive influence on purchase intention
towards low-cost carriers (LCCs) among Taiwan’s
travelers. Meanwhile, [46] found that positive
perception of price would increase the purchase
intention towards low-cost green cars (LCGC),
Toyota Agya. The findings of [47] study show that
there is a positive and significant relationship
between perceive price affordability and purchase
intentions of Xiaomi Smartphone consumers in
Denpasar City.
Two past studies conducted in Taiwan and China
have shown that consumers’ price sensitivity has a
significant effect on the consumption intention
WSEAS TRANSACTIONS on BUSINESS and ECONOMICS
DOI: 10.37394/23207.2022.19.59
Arunagiri Shanmugam,
Geevaneswary Saththsivam,
Yeoh Shwu Chyi, Tan Suang Sin,
Rusnifaezah Musa
E-ISSN: 2224-2899
668
Volume 19, 2022
towards green products [24][48]. [24] found that a
greater price sensitivity would have stronger effect
on the purchase intention towards green skincare
products among university students in Taiwan. The
respondents relate the price of the product with
their attitude, subjective norm and perceived
behavioral control to determine their purchase
decision making. Furthermore, [48] found that
consumers who are more price-sensitive would
perceive the price of organic food product based on
its quality which in turn influence their likelihood
to purchase.
2.6 Perceived Value and Quality
Perceived value is defined as the consumer’s
perceived net trade-off between perceived benefits
and perceived costs from obtaining a product [49].
While perceived quality is defined as the
consumer’s subjective judgment about a product’s
overall excellence or superiority [44] (Zeithaml,
1988). Generally, the consumers will evaluate the
quality of a product in order to determine its value
before they make the decision to purchase the
product. The study by [50] on store brands’
purchase intention of Spanish shows that consumer
perceived qualityinfluences perceived value and
purchase intention. Additionally, [51] Konuk
(2018) found that perceived value has a partial
mediating effect on the relationship between
perceived quality and purchase intention towards
organic private label food among consumers in
Istanbul, Turkey. In other word, both past studies
indicate that consumers who have perceived the
product to be of high quality will place a greater
value on that product. As a result, the likelihood to
purchase the product increases.
Perceived value has also been examined separately
in the past studies. The findings of two studies on
green food product purchase intention shown that
consumer’s perceived value is a significant
determinant [52][53]. [52] have conducted a study
using online survey. Their findings show that
consumers’ perceived values are significant factors
of consumers attitude towards green products, and
thus, the consumers’ purchase intention. Similarly,
[53] study shows that perceived value (i.e.,
emotional value) is positively and significantly
related with purchase intention of organic food
among Brazilian consumers. In another study, [54]
have also found that perceived value is positively
related to consumers’ purchase intention towards
green electronics. Their study was conducted in
two metropolitan cities (Sahiwal and Faisalabad) of
the province of Punjab, Pakistan. The positive
relationship between perceived value and purchase
intention towards green products is further
supported by the findings of recent study by [26],
which was conducted via online survey to
respondents in Phnom Penh, Cambodia.
2.7 Environmental Knowledge
Environmental knowledge is referring to
information related to the environmental impacts
such as environmental climates change, pollutions,
and waste generation. However, the definition is
not limited only to the impacts on the environment
but sometimes it could refer to the remediation
ways to reduce the environmental impacts [55].
Environmental knowledge sometimes has been
used interchangeably with green knowledge is
being related to the environmental consciousness
that people having will directly influence on their
green purchase behaviors [11][48]. Concerning on
the environmental issues accumulates the
awareness and consciousness of the understanding
and knowledge and the effects of environment
knowledge is presented significantly related to the
behavioral purchase intention [55].
2.8 Health Consciousness
Health consciousness refers to the awareness of
people towards their lifestyle and dietary
preferences. Studies conducted on health
consciousness showed that respondents who are
aware or careful in examining their relations
towards their lifestyles and eating significantly
affecting their green purchase, especially on
organic products and food consumptions [4].
Additionally, consumers who know about the social
sustainability of their purchase also prefer towards
environmentally and green products purchases.
From a consumer perspective, if our lifestyle is
concerned about green then we are more intent to
liaise with company who practicing social
responsibility and green and sustainable
productions [56].
2.9 Social Influences
Social influences refer to the alteration of behaviors
because of the influences of the others [57]. Social
influences can be often related to the influence of
individual purchase intention causing by the family
members, parents, friend, and the crowd. However,
according to [58], the study conducted on social
influence on in-store purchase behavior by using
ecological system of ants showed a different result
while consumers reluctant to buy when the in-store
WSEAS TRANSACTIONS on BUSINESS and ECONOMICS
DOI: 10.37394/23207.2022.19.59
Arunagiri Shanmugam,
Geevaneswary Saththsivam,
Yeoh Shwu Chyi, Tan Suang Sin,
Rusnifaezah Musa
E-ISSN: 2224-2899
669
Volume 19, 2022
areas is with high traffic. While the study predicted
consumers would buy more with high density of
people. This shown that the discussion on social
influences towards consumer’s intention to
purchase is controversial.
3 Methodology
Figure 1 below depicts the conceptual framework
of this study based on the discussion of variables in
literature review section.
Fig. 1: Research Framework of Intention to
Consume Green Product.
A quantitative research designs was utilized in this
study. The target population of this study was
consumer who want to consume green product in
hypermarket and superstore in Kuala Lumpur,
Penang, Johor and Kelantan. Consumer’s responses
were acquired through a self- administered online
questionnaire. An intercept method at the mall and
hypermarket was used to get potential respondents.
A total of 417 valid questionnaires were collected
from targeted customers. From 417, about 64
questionnaires were discarded due to incomplete,
suspicious answered and 6 were discarded due to
outliers. The scales of the questionnaire were
adapted from studies done by previous scholars
(See Appendix 1). A five-point Likert scale was
employed with a score of “1” indicating “strongly
disagree” and “5” indicating strongly agree. A total
of 347 data was cleaned from missing cases and
outliers. The measurement and structural model of
this research were analysed using Smart-PLS
version 3.0.
4 Findings
4.1 Demographic Profile
The demographic characteristics of respondents in
this research include their gender, age, income, and
level of education. The gender difference is
significant, since ladies enjoy internet purchasing
more than men. Female respondents account for
62.7 percent of the total, while male respondents
account for 37.3 percent. Additionally, the
respondent's age became a critical indication,
indicating that most respondents aged 21-25 prefer
to buy online. As a result, respondents aged 21-25
years are the most likely to engage in online
purchasing at 66.7 percent. Additionally,
respondents were questioned about their monthly
income. 73.3 percent of respondents earn less than
$3,000 per month. Only one respondent (0.7
percent) out of 347 had a monthly income more
than $11,000. On the other side, 22.7 percent of
respondents reported having a monthly income of
$3001-5000, while just 3.3 percent reported having
a monthly income of $5001-10,000. In term of
educational background, majority of respondents
(55.3 percent) have a bachelor's degree, followed
by high school and diploma holders (14.7 percent)
and 13.3 percent, respectively.
4.2 Measurement Model
Table 1 shows the measurement model of intention
to consume green product which explained the
factor loadings and reliability of the constructs.
[59] explained that the reliability of a single
observed variable describes the variance of an
individual observed which was compared to an
unobserved variable by evaluating the standardised
outer loadings of the observed variables.
Meanwhile, the observed variables with an outer
loading of 0.7 or greater are agreed to be acceptable
[60], while the outer loading with a value less than
0.7 should be discarded [61]. For this study, the
cut-off value accepted for the outer loading is 0.7.
There were only 1 item deleted (PP4) as it has
loading below 0.7 [60].
Table 1. Reliability and Validity of Constructs
(n=347)
Items Loading
AVE
CR
Intention to
Consume Green
Product (GPI)
GPI 1
GPI 2
GPI 3
GPI 4
GPI 5
0.825
0.850
0.863
0.843
0.849
0.716
0.926
3. Methodology-Dr. arun
Environmental concern
Perceived Price
Perceived Value and Quality
Environmental Knowledge
Health consciousness
Social Influences
Intention to Consume
Green Product
Attitude
WSEAS TRANSACTIONS on BUSINESS and ECONOMICS
DOI: 10.37394/23207.2022.19.59
Arunagiri Shanmugam,
Geevaneswary Saththsivam,
Yeoh Shwu Chyi, Tan Suang Sin,
Rusnifaezah Musa
E-ISSN: 2224-2899
670
Volume 19, 2022
Perceived Price
(PP)
PP 1
PP 2
PP 3
PP 5
0.953
0.838
0.854
0.748
0.725
0.913
Environmental
Concern (EC)
EC 1
EC 2
EC 3
EC 4
EC 5
EC 6
EC 7
EC 8
0.827
0.838
0.829
0.815
0.879
0.775
0.880
0.882
0.708
0.951
Attitude (ATT)
ATT 1
ATT 2
ATT 3
ATT 4
ATT 5
0.760
0.827
0.800
0.851
0.793
0.628
0.893
Perceived Value
and Quality
(PVQ)
PVQ 1
PVQ 2
PVQ 3
PVQ 4
PVQ 5
0.942
0.939
0.923
0.925
0.928
0.868
0.970
Environmental
Knowledge (EK)
EK 1
EK 2
EK 3
EK 4
EK 5
0.958
0.929
0.858
0.820
0.829
0.775
0.945
Health
Consciousness
(HC)
HC 1
HC 2
HC 3
HC 4
HC 5
0.766
0.831
0.855
0.849
0.837
0.657
0.905
Social Influence
(SI)
SI 1
SI 2
SI 3
SI 4
SI 5
0.867
0.920
0.932
0.920
0.928
0.834
0.962
According to [62], the Average Variance Extracted
(AVE) should be higher than 0.5. However, even if
the AVE is less than 0.5 (0.4 is still acceptable), but
the composite reliability is higher than 0.6, the
convergent validity of the construct is still adequate
[62]. As shown in Table 1, the AVE for all the
variables in this study exceeded 0.5 and was validated
for the structural analysis. The construct reliability
(CR) for all the variables has a value above 0.8.
The discriminant validity of the latent variables in this
study as shown in Table 2 illustrates all the bold
diagonal elements that exceed the off-diagonal inter-
construct correlations which indicate attitude (ATT)
is 0.792, environmental concern (EC) is 0.841,
environmental knowledge (EK) is 0.881, Health
consciousness (HC) is 0.811, Intention to consume
green product (GPI) is 0.846, perceived price (PP) is
0.851, perceived value and quality (PVQ) is 0.932 and
social influence is 0.913. Hence, the value of all
indicators loaded on their own construct is higher than
on any other which is sufficient.
Table 2. Discriminant Validity of Latent Variables
Note: ATT= Attitude, EC= Environmental
Concern, EK= Environmental Knowledge,
HC=Health Consciousness, GPI= Intention to
Consume Green Product, PP= Perceived Price,
PVQ= Perceived Value and Quality, SI= Social
Influence.
**Bold diagonal elements are the square root of
AVE (Average Variance Extracted) which should
exceed the off-diagonal inter-construct correlations
for adequate discriminant validity.
4.3 Structural Model
A structural model, through the bootstrapping
analysis, was constructed (Streukens & Werelds,
2016). A total of 5000 subsamples through
bootstrapping were collected as per the results
illustrated in Figure 2.
Fig. 2: Structural Model for Intention to Consume
Green Product
ATT
EC
EK
HC
GPI
PP
PVQ
SI
ATT
0.792
EC
0.612
0.841
EK
0.070
0.018
0.881
HC
0.717
0.637
0.028
0.811
GPI
0.843
0.463
0.057
0.676
0.846
PP
0.033
0.084
0.284
0.026
-0.049
0.851
PVQ
0.440
0.543
-0.044
0.558
0.325
0.006
0.932
SI
0.572
0.576
-0.013
0.556
0.460
-0.003
0.532
0.913
WSEAS TRANSACTIONS on BUSINESS and ECONOMICS
DOI: 10.37394/23207.2022.19.59
Arunagiri Shanmugam,
Geevaneswary Saththsivam,
Yeoh Shwu Chyi, Tan Suang Sin,
Rusnifaezah Musa
E-ISSN: 2224-2899
671
Volume 19, 2022
Table 3 illustrates the findings of the direct
hypotheses of this study. Of the 7 hypotheses, only
4 hypotheses were accepted.
Table 3. Direct Hypotheses Result of Structural
Model
Attitude was found to be positively significant with
green product consumption intention (ß= 0.742, t=
16.639, p < 0.01). Health consciousness also was
found to be positively significant with green
product consumption intention (ß= 0.492, t= 5.742,
p < 0.01). In contrast, perceived price was found to
be negatively significant with green product
consumption intention (ß=-0.083, t= 1.986, p <
0.05) and social influence was found to be
negatively significant with satisfaction (ß= -0.318,
t= 4.588, p < 0.01). Findings also shown that
environmental concern do not influence green
product consumption intention (ß= -0.087, t=
1.467, p > 0.01). Environmental Knowledge also
was found to be not significant with green product
consumption intention (ß= 0.011, t= 0.287, p
>0.01), and perceived value and quality was found
to be not significant with green product
consumption intention (ß= -0.031, t= 0.615, p
>0.01). Hence, hypotheses H1, H4, H5, and H7
were accepted whereas hypotheses H2, H3, and H6
were rejected.
5 Discussion and Conclusion
Customers' green purchase intentions are primarily
influenced by three types of variables, according to
consumer behaviour theory, according to this study.
These include cognitive factors, consumer
individual attributes, and social factors. Meanwhile,
this study presents a theoretical framework for
influencing consumers' green purchasing intentions
by merging the TPB and ABC models. Several
research have produced conflicting results, and
there is a lack of consensus on how to analyse the
factors that influence customers' green purchasing
intentions in previous studies. When faced with the
restrictions of a normalcy issue and a small sample
size, this study turned to PLS analysis to reconcile
contradictory results in the investigation of the
factors influencing consumers' green product
consumption intentions, which was conducted in
this study.
According to the results, attitude, health awareness,
and social influence were the most powerful
positive factors on intention to eat green products,
but perceived price was the most powerful negative
influence on intention to consume green products.
The results imply that the assumptions behind the
research were correct. The findings of this study
contribute to the theoretical foundation for
understanding customers' consumption intentions
for green products by introducing new
methodologies and concepts for examining the
elements that influence green product purchasing
intentions, as well as new concepts for
understanding customers' consumption intentions
for green products. The conclusions of this study,
in the meanwhile, may be utilised as a reference for
business marketing and government propaganda
about environmental preservation. Using the results
of this study, enterprise marketers may enhance
their marketing efforts, while government agencies
can emphasise the advantages of green products
and educate consumers about environmental
stewardship
References:
[1] Mohiuddin, Muhammad, Abdullah Al Mamun,
Fazal Ali Syed, Muhammad Mehedi Masud, and
Zhan Su. "Environmental knowledge, awareness,
and business school students’ intentions to purchase
green vehicles in emerging
countries." Sustainability 10, no. 5 (2018): 1534.
[2] Chairy, Chairy, and Meilisa Eka Nur Alam. "The
influence of environmental concern, green
perceived knowledge, and green trust on green
purchase intention." Jurnal Manajemen (Edisi
Elektronik) 10, no. 2 (2019): 131-145.
[3] Phuah, Kit Teng, Mun Waei Ow, Sukjeet Kaur
Sandhu, and Umi Kalsom Kassim. "Green attitude
and purchase intention towards environmental
friendly product." Journal of Emerging Economies
and Islamic Research 6, no. 1 (2018): 17-25.
[4] Ling, Toh Pei, Faustina Lerene Dominic, and
Arunagiri Shanmugam. "The purchase intention of
organic foods among working adults in Penang,
B
T Value
P Values
H1: Attitude à GPI
0.742
16.639
0.000
H2: Environmental Concern à GPI
-0.087
1.467
0.142
H3: Environmental Knowledge à GPI
0.011
0.287
0.774
H4: Health Consciousness à GPI
0.492
5.742
0.000
H5: Perceived Price à GPI
-0.083
1.986
0.047
H6: Perceived Value and Quality à GPI
-0.031
0.615
0.539
H7: Social Influence à GPI
-0.318
4.588
0.000
WSEAS TRANSACTIONS on BUSINESS and ECONOMICS
DOI: 10.37394/23207.2022.19.59
Arunagiri Shanmugam,
Geevaneswary Saththsivam,
Yeoh Shwu Chyi, Tan Suang Sin,
Rusnifaezah Musa
E-ISSN: 2224-2899
672
Volume 19, 2022
Malaysia." IOSR Journal of Business and
Management 20, no. 3 (2018): 48-59.
[5] Sulaiman, Y., Jamil, N.A.M., Othman, A.R., &
Musa, R. (2020). The influence of green marketing,
syariah compliance, customer’s environmental
awareness and customer’s satisfaction towards
muslim consumer purchasing behaviour in Kedah.
WSEAS Transactions on Business and Economics,
17, 195-204
[6] Thottoli, M. M., K. V. Thomas, and E. R. Ahmed.
"Adoption of audit software by audit firms: a
qualitative study." Journal of Information and
Computational Science 9, no. 9 (2019): 768-776.
[7] Thottoli, M. M., K. V. Thomas, and E. R. Ahmed.
"Examining the impact of information
communication technology on auditing
professionals: A quantitative study." Journal of
Advanced Research in Dynamical and Control
Systems 11, no. 12 (2019): 476-488.
[8] Alshali, Nabras Mahfoodh, Nahad Hamood
Alhattali, and Essia Ries Ahmed. "Behavior of
Consumers and Green Product: A Study in
Oman." International Journal of Business and
Management Invention 10, no. 9 (2021): 40-51.
[9] Makhdoomi, Ursil, and Ulfat Nazir. "Consumer
purchase behavior towards green products." Journal
of consumer marketing 16, no. 6 (2016): 558-575.
[10] Cherian, Jacob, and Jolly Jacob. "Green marketing:
A study of consumers' attitude towards environment
friendly products." Asían social science 8, no. 12
(2012): 117.
[11] Feng, Yan, Hao Chen, Zhujun Chen, Yinuo Wang,
and Wendong Wei. "Has environmental information
disclosure eased the economic inhibition of air
pollution?." Journal of Cleaner Production 284
(2021): 125412.
[12] Su, Ching-Hui Joan, Chin-Hsun Ken Tsai, Ming-
Hsiang Chen, and Wan Qing Lv. "US sustainable
food market generation Z consumer
segments." Sustainability 11, no. 13 (2019): 3607.
[13] Soundararajan, Gopalakrishnan. "Consumer Buying
Behavior Towards Green Products: An Empirical
Study Focus in Sultanate of Oman." (2020).
[14] Nguyen, Thi Kim Chi, Dat Minh Nguyen, Van
Thien Trinh, Thi Phuong Diu Tran, And Tuan
Phong Cao. "Factors affecting intention to purchase
green products in Vietnam." The Journal of Asian
Finance, Economics, and Business 7, no. 4 (2020):
205-211.
[15] Hardiyansah, Mohammad, Aisa Tri Agustini, And
Indah Purnamawati. "The effect of carbon emission
disclosure on firm value: Environmental
performance and industrial type." The Journal of
Asian Finance, Economics, and Business 8, no. 1
(2021): 123-133.
[16] Turunen, Linda Lisa Maria, and Minna Halme.
"Communicating actionable sustainability
information to consumers: The Shades of Green
instrument for fashion." Journal of Cleaner
Production 297 (2021): 126605.
[17] Wandosell, Gonzalo, María C. Parra-Meroño,
Alfredo Alcayde, and Raúl Baños. "Green
packaging from consumer and business
perspectives." Sustainability 13, no. 3 (2021): 1356.
[18] Thakkar, Rikita. "Green marketing and sustainable
development challenges and
opportunities." International Journal of
Management, Public Policy and Research 1, no. 1
(2021): 15-23.
[19] Ajzen, Icek. "The theory of planned
behavior." Organizational behavior and human
decision processes 50, no. 2 (1991): 179-211.
[20] Ajzen, Icek, and Martin Fishbein. "Attitude-
behavior relations: A theoretical analysis and review
of empirical research." Psychological bulletin 84,
no. 5 (1977): 888.
[21] Kim, Yunhi, and Heesup Han. "Intention to pay
conventional-hotel prices at a green hotel–a
modification of the theory of planned
behavior." Journal of Sustainable Tourism 18, no. 8
(2010): 997-1014.
[22] Goh, See Kwong, and M. S. Balaji. "Linking green
skepticism to green purchase behavior." Journal of
Cleaner Production131 (2016): 629-638.
[23] Ritter, Ágata M., Miriam Borchardt, Guilherme LR
Vaccaro, Giancarlo M. Pereira, and Francieli
Almeida. "Motivations for promoting the
consumption of green products in an emerging
country: exploring attitudes of Brazilian
consumers." Journal of Cleaner Production 106
(2015): 507-520.
[24] Hsu, Chia-Lin, Chi-Ya Chang, and Chutinart
Yansritakul. "Exploring purchase intention of green
skincare products using the theory of planned
behavior: Testing the moderating effects of country
of origin and price sensitivity." Journal of Retailing
and Consumer Services 34 (2017): 145-152.
[25] Taufique, Khan Md Raziuddin, and Sridhar
Vaithianathan. "A fresh look at understanding
Green consumer behavior among young urban
Indian consumers through the lens of Theory of
Planned Behavior." Journal of cleaner
production 183 (2018): 46-55.
[26] Liao, Xianchun, Shiran Victoria Shen, and Xunpeng
Shi. "The effects of behavioral intention on the
choice to purchase energy-saving appliances in
China: the role of environmental attitude, concern,
and perceived psychological benefits in shaping
intention." Energy Efficiency 13, no. 1 (2020): 33-
49.
[27] Chen, Yu‐Shan, and Ching‐Hsun Chang.
"Enhance green purchase intentions: The roles of
green perceived value, green perceived risk, and
green trust." Management Decision(2012).
[28] Ansari, Muhammad Yawer, and Danish Ahmed
Siddiqui. "Effects of Culture on Green Purchase
Intention, the Mediating Role of New Ecological
WSEAS TRANSACTIONS on BUSINESS and ECONOMICS
DOI: 10.37394/23207.2022.19.59
Arunagiri Shanmugam,
Geevaneswary Saththsivam,
Yeoh Shwu Chyi, Tan Suang Sin,
Rusnifaezah Musa
E-ISSN: 2224-2899
673
Volume 19, 2022
Paradigm, Environmental Collective Efficacy and
Environmental Knowledge." Environmental
Collective Efficacy and Environmental Knowledge
(December 29, 2019) (2019).
[29] Chan, Ricky YK. "Determinants of Chinese
consumers' green purchase behavior." Psychology &
marketing 18, no. 4 (2001): 389-413.
[30] Caniëls, Marjolein CJ, Wim Lambrechts, Johannes
Joost Platje, Anna Motylska-Kuźma, and Bartosz
Fortuński. "50 Shades of Green: Insights into
Personal Values and Worldviews as Drivers of
Green Purchasing Intention, Behaviour, and
Experience." Sustainability 13, no. 8 (2021): 4140.
[31] Chaudhary, Richa, and Samrat Bisai. "Factors
influencing green purchase behavior of millennials
in India." Management of Environmental Quality:
An International Journal (2018).
[32] Elsantil, Yasmeen. "Antecedents of Green
Purchasing Behavior in the Arabic Gulf." Social
Marketing Quarterly(2021): 15245004211013467.
[33] Yadav, Rambalak, and Govind S. Pathak.
"Determinants of consumers' green purchase
behavior in a developing nation: Applying and
extending the theory of planned
behavior." Ecological economics 134 (2017): 114-
122.
[34] Maichum, Kamonthip, Surakiat Parichatnon, and
Ke-Chung Peng. "The influence of environmental
concern and environmental attitude on purchase
intention towards green products: a case study of
young consumers in Thailand." International
Journal of Business Marketing and Management2,
no. 3 (2017): 1-8.
[35] Sreen, Naman, Shankar Purbey, and Pradip
Sadarangani. "Impact of culture, behavior and
gender on green purchase intention." Journal of
Retailing and Consumer Services 41 (2018): 177-
189.
[36] Alibeli, Madalla, and Satish Nair. "Joining the
Global Environmental Protection Movement: an
Exploration of Public Environmental Concern in the
UAE." Perspectives on Global Development and
Technology 19, no. 5-6 (2021): 676-697.
[37] Chen, Chih-Cheng, Chien-Wen Chen, and Yi-Chun
Tung. "Exploring the consumer behavior of
intention to purchase green products in belt and road
countries: An empirical analysis." Sustainability 10,
no. 3 (2018): 854.
[38] Arli, Denni, Lay P. Tan, Fandy Tjiptono, and Lin
Yang. "Exploring consumers’ purchase intention
towards green products in an emerging market: The
role of consumers’ perceived
readiness." International journal of consumer
studies 42, no. 4 (2018): 389-401.
[39] Zahid, Muhammad Mohsin, Bakhtiar Ali,
Muhammad Shakil Ahmad, Ramayah Thurasamy,
and Naila Amin. "Factors affecting purchase
intention and social media publicity of green
products: The mediating role of concern for
consequences." Corporate Social Responsibility and
Environmental Management 25, no. 3 (2018): 225-
236.
[40] Fauzan, Nizar, and Fakhri Naufal Azhar. "The
influence of environmental concern and
environmental attitude on purchase intention
towards green products: A case study of students
college in Universitas Muhammadiyah
Yogyakarta." In International Conference on Public
Organization (ICONPO). 2019.
[41] Rathnayaka, R. M. P. D., and T. S. L. W.
Gunawardana. "The Impact of Consumers’
Attitudes on Green Purchase Intention." Wayamba
Journal of Management 12, no. 1 (2021).
[42] Yasa, Ni Nyoman Kerti, Putu Laksmita Dewi
Rahmayanti, Ni Luh Wayan Sayang Telagawathi, I.
Gusti Agung Gede Witarsana, and Hanugerah
Kristiono Liestiandre. "COVID-19 perceptions,
subjective norms, and perceived benefits to attitude
and behavior of continuous using of medical
mask." Linguistics and Culture Review 5, no. S2
(2021).
[43] Fabiola, Karolina, and Lidia Mayangsari. "The
Influence of Green Skepticism, Environmental
Knowledge and Environmental Concern on
Generation Z's Green Purchase Intentions in
Indonesia." Malaysian Journal of Social Sciences
and Humanities (MJSSH) 5, no. 8 (2020): 96-105.
[44] Zeithaml, Valarie A. "Consumer perceptions of
price, quality, and value: a means-end model and
synthesis of evidence." Journal of marketing 52, no.
3 (1988): 2-22.
[45] Wang, Ya-Hui, and Li-Yan Chen. "An empirical
study of the effect of perceived price on purchase
intention evidence from low-cost
carriers." International Journal of Business and
Social Science 7, no. 4 (2016): 97-107.
[46] Suhud, Usep, and Greg Willson. "Low-cost green
car purchase intention: Measuring the role of brand
image on perceived price and quality." (2019).
[47] Satriawan, Kadek Aria, and Putu Yudi Setiawan.
"The Role Of Purchase Intention In Mediating The
Effect Of Perceived Price And Perceived Quality
On Purchase Decision." International Research
Journal of Management, IT and Social Sciences 7,
no. 3 (2020): 38-49.
[48] Wang, Jianming, Thuy Linh Pham, and Van Thac
Dang. "Environmental consciousness and organic
food purchase intention: a moderated mediation
model of perceived food quality and price
sensitivity." International journal of environmental
research and public health 17, no. 3 (2020): 850.
[49] Snoj, Boris, Aleksandra Pisnik Korda, and Damijan
Mumel. "The relationships among perceived
quality, perceived risk and perceived product
value." Journal of Product & Brand
Management (2004).
WSEAS TRANSACTIONS on BUSINESS and ECONOMICS
DOI: 10.37394/23207.2022.19.59
Arunagiri Shanmugam,
Geevaneswary Saththsivam,
Yeoh Shwu Chyi, Tan Suang Sin,
Rusnifaezah Musa
E-ISSN: 2224-2899
674
Volume 19, 2022
[50] Calvo-Porral, Cristina, and Jean-Pierre Lévy-
Mangin. "Store brands’ purchase intention:
Examining the role of perceived quality." European
Research on Management and Business
Economics 23, no. 2 (2017): 90-95.
[51] Konuk, Faruk Anıl. "The role of store image,
perceived quality, trust and perceived value in
predicting consumers’ purchase intentions towards
organic private label food." Journal of Retailing and
Consumer Services 43 (2018): 304-310.
[52] Woo, Eunju, and Yeong Gug Kim. "Consumer
attitudes and buying behavior for green food
products: From the aspect of green perceived value
(GPV)." British Food Journal (2019).
[53] de Morais Watanabe, Eluiza Alberto, Claudio Vaz
Torres, and Solange Alfinito. "The impact of
culture, evaluation of store image and satisfaction
on purchase intention at supermarkets." Revista de
Gestão (2019).
[54] Danish, Muhammad, Saqib Ali, Muhammad Azeem
Ahmad, and Hasan Zahid. "The influencing factors
on choice behavior regarding green electronic
products: based on the green perceived value
model." Economies 7, no. 4 (2019): 99.
[55] Saari, Ulla A., Svenja Damberg, Lena Frömbling,
and Christian M. Ringle. "Sustainable consumption
behavior of Europeans: The influence of
environmental knowledge and risk perception on
environmental concern and behavioral
intention." Ecological Economics 189 (2021):
107155.
[56] Toussaint, Mariana, Pablo Cabanelas, and Tania E.
González-Alvarado. "What about the consumer
choice? The influence of social sustainability on
consumer's purchasing behavior in the Food Value
Chain." European Research on Management and
Business Economics 27, no. 1 (2021): 100134.
[57] Otterbring, Tobias. "Peer presence promotes
popular choices: A “Spicy” field study on social
influence and brand choice." Journal of Retailing
and Consumer Services 61 (2021): 102594.
[58] Ishibashi, Ken, and Katsutoshi Yada. "Analysis of
social influence on in-store purchase behavior by
using ecological system of ants." Procedia
Computer Science 159 (2019): 2162-2171.
[59] Götz, Friedrich M., Stefan Stieger, Samuel D.
Gosling, Jeff Potter, and Peter J. Rentfrow.
"Physical topography is associated with human
personality." Nature human behaviour4, no. 11
(2020): 1135-1144.
[60] Hair, Joseph F., Christian M. Ringle, and Marko
Sarstedt. "Partial least squares: the better approach
to structural equation modeling?." Long Range
Planning 45, no. 5-6 (2012): 312-319.
[61] Chin, Wynne W. "The partial least squares approach
to structural equation modeling." Modern methods
for business research 295, no. 2 (1998): 295-336.
[62] Fornell, Claes, and David F. Larcker. "Structural
equation models with unobservable variables and
measurement error: Algebra and statistics." (1981):
382-388.
Creative Commons Attribution License 4.0
(Attribution 4.0 International, CC BY 4.0)
This article is published under the terms of the
Creative Commons Attribution License 4.0
https://creativecommons.org/licenses/by/4.0/deed.e
n_US
WSEAS TRANSACTIONS on BUSINESS and ECONOMICS
DOI: 10.37394/23207.2022.19.59
Arunagiri Shanmugam,
Geevaneswary Saththsivam,
Yeoh Shwu Chyi, Tan Suang Sin,
Rusnifaezah Musa
E-ISSN: 2224-2899
675
Volume 19, 2022
