Investigating The Influence Of Consumer Innovativeness On Green Purchase Behavior In Malaysia Context : The Role Of Self-Identity In Theory Of Planned Behavior

• Main Author: Ho, Kah Wai
• Format: Final Year Project Report
• Language: English
• Published: Universiti Malaysia Sarawak (UNIMAS) 2015
• Subjects: HF Commerce
• Online Access: http://ir.unimas.my/id/eprint/25223/2/Ho%20Kah%20Wai.pdf; http://ir.unimas.my/id/eprint/25223/
• Institution: Universiti Malaysia Sarawak

This research was being conducted to investigate the relationship between consumer innovativeness and green product purchase behavior. Green product purchase behavior can be utilized as indicator ofthe development of green marketing in Malaysia. The theory of ptanned behavior (TPB) with extended variable of selfidentity was being applied in the determining the relationship between both of the variable. The outcome of this research shows that consumer innovativeness positively influences green product purchase behavior among consumers. The significant role of self-identity in addition to the TPB model was also proven in this research. Self-identity do contributes as a whole in explaining the relationship in this research and it also supports the past researches in adding this variable to explain pro-environmental behavior. The differences in results of variables in TPB model compared to past research wer.!? portrayed in this research and ful1her research is suggested. This research was done in the area of Kuala Lumpur and Selangor with targeted respondent that have the capability to perform this behavior.