The Relationships between Green Labelling, Social Influence and Green Awareness, and Purchase Intention towards Environmentally Friendly Products

Kamilah Ahmad; Venessa Jumbau Geruka; Shafie Mohamed Zabri; Fadillah Ismail; Moh. Danang Bahtiar

doi:10.37934/jarmm.1.1.2331

Authors

Kamilah Ahmad Department of Production and Operations Management, Faculty of Technology Management and Business, Universiti Tun Hussein Onn Malaysia, 86400 Batu Pahat, Johor, Malaysia
Venessa Jumbau Geruka Department of Production and Operations Management, Faculty of Technology Management and Business, Universiti Tun Hussein Onn Malaysia, 86400 Batu Pahat, Johor, Malaysia
Shafie Mohamed Zabri Johor Business School, Universiti Tun Hussein Onn Malaysia, 86400 Batu Pahat, Johor, Malaysia
Fadillah Ismail Department of Production and Operations Management, Faculty of Technology Management and Business, Universiti Tun Hussein Onn Malaysia, 86400 Batu Pahat, Johor, Malaysia
Moh. Danang Bahtiar Faculty of Economics and Business, Universitas Negeri Surabaya, Indonesia.

DOI:

https://doi.org/10.37934/jarmm.1.1.2331

Keywords:

Green economy, Green Purchase, Purchase intention, Theory of Planned Behaviour, Environment friendly product

Abstract

The importance of sustainable consumption practices has grown significantly, becoming a major concern for both the market and society in developed and developing countries. This study seeks to investigate the factors that influence consumers' attitudes and decision-making when shopping for environmentally friendly products. This study investigates the influence of green labelling, social influence, and green awareness and belief on purchase intention. This research focuses on consumers from Kuching, Sarawak, where the questionnaires were distributed online via social media platforms. The analysis reveals a positive and significant relationship between purchase intention and green labelling, social influence, and green awareness and belief. Therefore, all the hypotheses are supported. This study contributes new empirical evidence regarding the factors that influence consumers' attitudes and decision-making towards environmentally friendly products. The findings enhance our understanding of consumer awareness and intentions regarding environmentally friendly purchases in developing countries, particularly in regions rich in natural and renewable resources.