Citation

Mohd Noor, Mohd Nazri and Masuod, Md Shukor and Abu Said, Al-Mansor and Kamaruzaman, Izzat Fakhruddin and Mustafa, Mohd Ariff (2016) Understanding Consumers and Green Product Purchase Decision in Malaysia: A Structural Equation Modeling - Partial Least Square (SEM-PLS) Approach. Asian Social Science, 12 (9). pp. 51-64. ISSN 1911-2017; eISSN: 1911-2025

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Abstract

The purpose of this paper is to explore the consumers’ decision to purchase green products in Malaysia. Self-administered questionnaires were conducted to obtain meaningful data from 230 consumers at major shopping malls in Melaka, Malaysia from September 2015 until February 2016. Based on the analysis of SEM-PLS, the proposed model explained 92 percent of the variance of green product purchase decision. The results have shown positive significant effects between green awareness, green commitment, green companies and green product purchase decision. However, green experience and green circle produced insignificant results. Generally, the results from this study confirmed that the proposed model concisely explained the consumers’ decision to purchase green products in Malaysia. This study adds another literature to the area of green marketing. The model combined the past consumer behavioural theories and models to identify the key factors that stimulate the consumers’ purchase behaviour. Findings from this study have strong implications to both individual and marketing managers. It brings into light the perception of Malaysian consumers about green products and readiness to accept green products as their future way of life.

Item Type:	Article
Uncontrolled Keywords:	green products, green consumers, green awareness, green commitment, green experience, green companies, green circle, green purchase decision and SEM-PLS
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business
Divisions:	Faculty of Business (FOB)
Depositing User:	Ms Suzilawati Abu Samah
Date Deposited:	07 Dec 2017 14:01
Last Modified:	07 Dec 2017 14:01
URII:	http://shdl.mmu.edu.my/id/eprint/6579

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