Consumer’s purchase intention for green label product in Penang
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Date
2012
Authors
Oh, Tze Ling
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Abstract
The exploding attentions on global warming and environmental issues have raised concerns and
attentions from public as well as governments, corporate and scholar. This reflects the realization of
consumers on environmental issues which raised the significant potential of green label product industry.
Even though consumers may show concerns and awareness on the environment, yet is this being
translated to the right behavior remains an open question. Despite consumers show concern towards
environment, consumers do not have the intention to purchase green label products.
The purpose of this study is to examine the purchasing intention on green label product, using the
predicting factors from different theories, namely Theory of Planned Behavior and Norm Activation
Theory with demographic variable. The study hypothesized that consumer purchase intentions of green label product will be a function of pro-environmental behavior, environmental attitude, subjective norm, and perceived behavioral control, awareness of responsibility, awareness of consequences, personal norm and demographics. The survey samples of 108 sets from general public were received and tested using statistical analysis method.
The study revealed that two theoretical models, Theory of Planned Behavior and Norm Activation
Theory complimented each other and behaves in more superior to having individual model to predict
purchase intentions; surprisingly the demographic variables do not have significant influence on the
consumer purchase intentions in Penang. In addition, the results of this study also indicated that there
are consumers who are willing to purchase green label products in view of their acknowledgement of
their responsibilities with personal-normative variable (Norm-Activation Theory) and perceived
behavioral control (Theory of Planned Behavior), which statistically-significant predictors of purchase
intentions for green label products. Hence, firms cannot afford to ignore the consumers’
acknowledgement of responsibilities they have on the environment. The awareness created from mass
media and various marketing program should not be underestimated. The awareness potentially
increased the awareness of responsibilities which activated personal norm and influence consumer’s
choice of purchase between green label products and non green label products.
The future research should extent the samples to cross countries and tested using different
theoretical model to fit other predicting factors that may impact the purchase intentions of green label
products.
Description
Master
Keywords
Business administration , Consumer’s purchase , Green label produc