publication . Article . 2014

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

Wilson Kong; Amran Harun; Rini Suryati Sulong; Jaratin Lily;
Open Access
  • Published: 01 Jan 2014 Journal: International Journal of Asian Social Science, volume 4, issue 8 August, pages 924-939
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...
free text keywords: Green consumerism, Green purchase intention, Green product, Green corporate perception, Green advertising, Green packaging, Green product value, Factor analysis, Malaysia.
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