What Shapes Green Purchase Intention in Malaysia

Abstract

In recent years, environmental sustainability has become a key concern for both consumers and businesses. While many studies have examined sustainable product purchasing, limited research has focused on green purchase intention in relation to green brand positioning and environmental concern in Malaysia. This study explores the main factors influencing green purchasing intention by analysing green brand positioning, attitudes toward green products, subjective norms, perceived behavioural control, and environmental concern. Data were collected through an online questionnaire using purposive sampling, targeting at least 101 respondents aged 20 or younger or 51 and older. Participants were selected based on their interest in eco-friendly products, past usage, and purchase intention. Data analysis was conducted using SPSS and SmartPLS. The findings reveal that perceived behavioural control, attitude toward green products, and subjective norms significantly influence green purchasing intention. However, green brand positioning and environmental concern were not found to have a significant effect. This research provides valuable insights for eco-friendly brands by highlighting the key drivers of consumer intention, offering guidance for converting intention into actual purchasing behaviour. The study also contributes to the growing body of knowledge on sustainable consumption, particularly within the Malaysian market context.