Green product purchase intention among young consumers in Kota Kinabalu, Sabah / Christina Corren Mahidal

• Main Author: Mahidal, Christina Corren
• Format: Student Project
• Language: English
• Published: 2018
• Subjects: Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling; Purchasing. Selling. Sales personnel. Sales executives
• Online Access: https://ir.uitm.edu.my/id/eprint/97222/1/97222.pdf; https://ir.uitm.edu.my/id/eprint/97222/

This research aims to understand the determinants that influence purchase intention towards green product of young consumer groups among 18 to 28 years old. In this research, a total of 132 respondents were surveyed through self-administered questionnaire approach. The relationship between attitude, willingness to pay, subjective norm and perceived behavioural control were tested by using IBM SPSS 24 and Smart PLS 3.0. The result of this research revealed that attitude and perceived behavioural control showed positive relationship towards green product purchase intention. Meanwhile, subjective norm and willingness to pay does not showed supported towards green product purchase intention. Moreover, this paper suggested that more attention should be given to young consumer and encourage them more in purchasing green product in Malaysia, especially among young millennials in Sabah.