Factors influencing non-green consumers’ purchase intention: A partial least squares structural equation modelling (PLS-SEM) approach

• Main Authors: Siti Munerah, A. K. *, Koay, Kian Yeik *, Seethaletchumy, T.
• Format: Article
• Language: English
• Published: Elsevier 2021
• Subjects: HF Commerce
• Online Access: http://eprints.sunway.edu.my/1604/1/munerah%20et%20al%20%282021%29factors%20influencing%20non-green%20consumers%E2%80%99%20purchase%20intention%20a%20partial%20least%20squares%20structural%20equation%20modelling%20%28pls-sem%29%20app%20%281%29.pdf; http://eprints.sunway.edu.my/1604/; http://doi.org/10.1016/j.jclepro.2020.124192
• Institution: Sunway University

The shift of consumers buying preference toward green beauty products can alleviate environmental degradation to a certain extent. This study investigated the factors that could affect non-green consumers purchase intention of green beauty products. Through the lens of non-green consumers of green b...