The Influence of Consumers Perception of Green Products on Green Purchase Intention

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Wilson Kong ; Amran Harun ; Rini Suryati Sulong ; Jaratin Lily (2014)
  • Journal: International Journal of Asian Social Science, volume 4, issue 8 August, pages 924-939
  • Subject: Green consumerism, Green purchase intention, Green product, Green corporate perception, Green advertising, Green packaging, Green product value, Factor analysis, Malaysia.

Green consumerism has increasingly received attention since the increased level of consumer awareness towards green products. Therefore, the aim of this paper had been to examine the influence of consumer perception of green products on green purchase intention. In this study, perception of green products was conceptualized as a multidimensional variable comprised of green corporate perception, eco-label, green advertising, green packaging, and green product value. By using a survey, a total of 159 questionnaires from respondents aged above 18 in Sabah were collected. The results demonstrated that within consumer perception; green corporate perception, eco-label, and green product value had positive significant influences on green purchase intention. The findings also revealed that eco-label and green product value made the largest contribution in influencing green purchase intention among consumers. In contrast, both green advertising and green packaging had no significant impact on consumer intention to purchase green products.
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