THE INFLUENCE OF CONSUMERS' PERCEPTION OF GREEN PRODUCTS ON GREEN PURCHASE INTENTION

Amran Harun · Rini Suryati Sulong · Jaratin Lily

129 citations0/0 files storedRePEc: Research Papers in Economics

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Environmental Sustainability in Business Sustainable Supply Chain Management Consumer Packaging Perceptions and Trends

Abstract

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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References

1991The theory of planned behavior 2004The Effect of Corporate Social Responsibility on Customer Donations to Corporate-Supported Nonprofits 2012Enhance green purchase intentions 1997Modelling the relationship between perceived value, satisfaction and repurchase intentions in a business‐to‐business, services context: an empirical examination 2001Determinants of Chinese consumers' green purchase behavior 2008Opportunities for green marketing: young consumers 1997Exploring the Subtle Relationships between Environmental Concern and Ecologically Conscious Consumer Behavior 2010Attitude towards the Environment and Green Products:Consumers’ Perspective

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