The determinant factors of consumers green product purchase intention in Sabah : The moderating roles of premium price and environmental advertising

• Main Author: Brahim Chekima
• Format: Thesis
• Language: English; English
• Published: 2014
• Subjects: HF5410-5417.5 Marketing. Distribution of products
• Online Access: https://eprints.ums.edu.my/id/eprint/38933/1/24%20PAGES.pdf; https://eprints.ums.edu.my/id/eprint/38933/2/FULLTEXT.pdf; https://eprints.ums.edu.my/id/eprint/38933/
• Institution: Universiti Malaysia Sabah

The past decades are witness to numerous environmental disasters and events in which they threaten both human life and environment in which 30-40 percent of it contributed by the unhealthy consumers’ behavior consumption pattern. Despite this fact, insufficient information related to green purchase intention among consumers becoming a main barrier to both local and international marketers in developing a comprehensive business and marketing strategies of green products in Malaysia. Thus, it is imperative to understand consumer behavior towards green products especially in Sabah as one of most populated state in Malaysia, where the trend is still new. Acknowledging this limitation, this research intended to identify and investigate the influence of environmental knowledge and attitude, eco-label, cultural values (man-nature and long-term orientation) on green purchase intention among consumers, and simultaneously examining the effect of premium price and environmental advertising as a moderator. The Theory of Planned behavior was used to gauge consumers’ green purchase intention. A total of 337 self-administered questionnaires were obtained from consumers in Sabah using non-probability sampling through convenience sampling. The finding of this study revealed that environmental knowledge and attitude, eco-label as well as cultural values of the consumers contributed significantly towards the green purchase intention. Further investigation revealed that environmental advertising enjoys a positive and significant moderating effect between the independent variable and GPI. However, premium price is found to have no moderating effect in this study in which did not contribute significantly between the relationship of environmental knowledge and attitude, eco-label, cultural values (man-nature and long-term orientation) on green purchase intention.