Determinants Of Sustainable Purchase Behaviour For Penangite Consumers: Moderating Effect Of Consumer Social Responsibility (CnSR)
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Date
2015-10
Authors
Michael, Jayacelia
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Abstract
Although sustainability is not a new idea, there has been resurgence in the environmental significance of sustainability with recent environmental issues. This has stimulated consumers’ attention towards purchasing sustainable products as a step to prevent or at least relieve the burdens of environmental issues. The current study was conducted to examine Theory of Planned Behaviour on sustainable purchase behaviour of consumers. Moreover, it examined the role of consumer social responsibility (CnSR), in terms of social impact and environmental impact, as a moderator in the link between sustainable purchase intention and sustainable purchase behaviour. The study analysed data collected from 227 Penangite consumers by measuring their attitude toward sustainable purchasing, subjective norm and perceived behavioural control. The collected data was analysed Structural Equation Modelling (SEM) through Partial Least Squares. Findings of the study indicate that subjective norm and perceived behavioural control were positively related to sustainable purchase behaviour, while the link between attitude and sustainable purchase behaviour was not found to be significant. Additionally, with sustainable purchase intention as the mediator, both attitude and perceived behavioural control were significantly related to purchasing sustainable product but not subjective norm. The findings also indicate that CnSR did not moderate the link between consumers’ sustainable purchase intention and behaviour.
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Keywords
Sustainable Purchase Behaviour , Consumer Social Responsibility