Green Purchase Behavior in Malaysia: A Mediation Effect Analysis Based on the TPB
DOI:
https://doi.org/10.21834/e-bpj.v8i26.5179Keywords:
Green Purchase Behavior, Educated Consumers, Theory of Planned Behavior (TPB)Abstract
This investigation was done by a group of educated consumers residing in Malaysia. The Theory of Planned Behaviour (TPB) was used to study their behavior in purchasing green products. The study used PLS-SEM to conduct an online survey with 330 educated customers in Malaysia. The results showed that the link between green purchasing attitudes, subjective norms, perceived behavioral control, and green purchase behavior among educated Malaysian consumers was mediated by green purchasing intention. However, some of the results were different from previous findings. Perceived behavioral control would be significantly negatively related to green buying behavior. A green purchasing attitude has no direct effect on green buying behavior. This study provides a reference for relevant policymakers or green marketing strategies.
References
Ajzen, I. (n.d.). Constructing a TpB Questionnaire: Conceptual and Methodological Considerations.
Askadilla, W. L., & Krisjanti, M. N. (2017). UNDERSTANDING INDONESIAN GREEN CONSUMER BEHAVIOR ON COSMETIC PRODUCTS: THEORY OF PLANNED BEHAVIOR MODEL. Polish Journal of Management Studies, 15(2), 7–15. https://doi.org/10.17512/pjms.2017.15.2.01 DOI: https://doi.org/10.17512/pjms.2017.15.2.01
Han, H. (2020). Theory of green purchase behavior (TGPB): A new theory for sustainable consumption of green hotel and green restaurant products. Business Strategy and the Environment, 29(6), 2815–2828. https://doi.org/10.1002/bse.2545 DOI: https://doi.org/10.1002/bse.2545
Hasan, Z., & Ali, N. A. (2015). The Impact of Green Marketing Strategy on the Firm’s Performance in Malaysia. Procedia - Social and Behavioral Sciences, 172, 463–470. https://doi.org/10.1016/j.sbspro.2015.01.382 DOI: https://doi.org/10.1016/j.sbspro.2015.01.382
Kim, Y. J., Njite, D., & Hancer, M. (2013). Anticipated emotion in consumers’ intentions to select eco-friendly restaurants: Augmenting the theory of planned behavior. International Journal of Hospitality Management, 34, 255–262. https://doi.org/10.1016/j.ijhm.2013.04.004 DOI: https://doi.org/10.1016/j.ijhm.2013.04.004
Liu, M. T., Liu, Y., & Mo, Z. (2020). Moral norm is the key: An extension of the theory of planned behaviour (TPB) on Chinese consumers’ green purchase intention. Asia Pacific Journal of Marketing and Logistics, 32(8), 1823–1841. https://doi.org/10.1108/APJML-05-2019-0285 DOI: https://doi.org/10.1108/APJML-05-2019-0285
Ogiemwonyi, O., Harun, A., Hossain, M. I., & Karim, A. M. (2022). The Influence of Green Behaviour Using Theory of Planned Behaviour Approach: Evidence from Malaysia. Millennial Asia, 097639962210805. https://doi.org/10.1177/09763996221080508 DOI: https://doi.org/10.1177/09763996221080508
Sharma, C. S., & Sharma, N. (2017). Relationship between Consumers’ Spirituality and Green Purchasing Intentions: The Mediation Effect of Perceived Consumer Effectiveness. IIM Kozhikode Society & Management Review, 6(2), 204–214. https://doi.org/10.1177/2277975216665694 DOI: https://doi.org/10.1177/2277975216665694
Taib, N. M., Nordin, N. M., Yazid, Z. A., Daud, S., & Hisham, R. S. B. (2022). The Factors Influencing Green Purchase Intention on Green Product among Malaysian Consumers. International Journal of Academic Research in Business and Social Sciences, 12(6), Pages 473-782. https://doi.org/10.6007/IJARBSS/v12-i6/13987 DOI: https://doi.org/10.6007/IJARBSS/v12-i6/13987
Taufique, K. Md. R., & Vaithianathan, S. (2018). A fresh look at understanding Green consumer behavior among young urban Indian consumers through the lens of Theory of Planned Behavior. Journal of Cleaner Production, 183, 46–55. https://doi.org/10.1016/j.jclepro.2018.02.097 DOI: https://doi.org/10.1016/j.jclepro.2018.02.097
Yadav, R., & Pathak, G. S. (2016). Young consumers’ intention towards buying green products in a developing nation: Extending the theory of planned behavior. Journal of Cleaner Production, 135, 732–739. https://doi.org/10.1016/j.jclepro.2016.06.120 DOI: https://doi.org/10.1016/j.jclepro.2016.06.120
Zaremohzzabieh, Z., Ismail, N., Ahrari, S., & Abu Samah, A. (2021). The effects of consumer attitude on green purchase intention: A meta analytic path analysis. Journal of Business Research, 132, 732–743. https://doi.org/10.1016/j.jbusres.2020.10.053 DOI: https://doi.org/10.1016/j.jbusres.2020.10.053
Zheng, G.-W., Siddik, A. B., Masukujjaman, M., Alam, S. S., & Akter, A. (2020). Perceived Environmental Responsibilities and Green Buying Behavior: The Mediating Effect of Attitude. Sustainability, 13(1), 35. https://doi.org/10.3390/su13010035 DOI: https://doi.org/10.3390/su13010035
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 ZIYAN YUAN, Ratneswary Rasiah, Yan Hou, Songyue Li

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.