Citation

Munerah, Siti and Kian, Yeik Koay and Thambiah, Seethaletchumy (2021) Factors influencing non-green consumers’ purchase intention: A partial least squares structural equation modelling (PLS-SEM) approach. Journal of Cleaner Production, 280 (1). p. 124192. ISSN 09596526

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Abstract

The shift of consumers buying preference toward green beauty products can alleviate environmental degradation to a certain extent. This study investigated the factors that could affect non-green consumers purchase intention of green beauty products. Through the lens of non-green consumers of green beauty products, the norm activation theory was employed as the underpinning theory in this paper. A quantitative method, based on the partial least squares structural equation modelling, was used to verify the proposed hypotheses. The findings displayed that norm activation theory activators, such as ascription of responsibility, efficacy, social norm and environmental corporate social responsibility (ECSR) initiatives showed a significant impact on personal norm, while awareness of consequences had no influence on personal norm as an activator. Corresponding results disclosed that awareness of consequences, efficacy, social norm, ECSR initiatives, and personal norm exhibited a significant impact on the purchase intention of green beauty products. The study further assessed the effectiveness of personal norm as a mediator variable and found that personal norm mediated four out of five activators of nongreen consumers’ purchase intention of green beauty products. According to the research, a further inclusive analysis can be conducted in the future to evaluate the purchase intention of green beauty products among non-green consumers and existing consumers on the foundation of norm activation theory

Item Type:	Article
Uncontrolled Keywords:	Norm activation theory; ECSR initiatives; Green beauty products
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD9000-9999 Special industries and trades
Divisions:	Faculty of Management (FOM)
Depositing User:	Ms Rosnani Abd Wahab
Date Deposited:	30 Sep 2021 07:26
Last Modified:	30 Sep 2021 07:26
URII:	http://shdl.mmu.edu.my/id/eprint/8441

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