Consumers’ Intention to Purchase Green Products in Malacca, Malaysia

Over the past decade, numerous environmental and economic crises have arisen, which also came as a rude awakening, discerning that our current consumption and production practices may not be sufficiently sustainable thus causing negative impacts to the environment as well as depletion of natural resources. This alarming condition has brought about increasing awareness among various countries—including Malaysia—in the recent years to shift towards a more sustainable consumption and production. Previous research has shown that environmental crises had psychologically influenced consumers’ attitude and behaviour. Hence, this research aims to explore the factors that influence consumers’ green purchase intention, particularly that of Malaysian consumers. This study presents the key findings of a quantitative survey distributed among 400 households, randomly selected in Melaka Tengah district, Malacca. A response rate of 87.5%, which is equivalent to 350 feedbacks out of the total questionnaire administered, was achieved and analysed. The results revealed that attitude towards green purchase is the key determinant that influences consumers’ purchase intention, followed by perceived consumer effectiveness, health consciousness, attitude toward environment and lastly social influences. Thus, this paper elaborates on the main predictors of consumer’s green purchase attitude and behaviour, and could assist policy makers and green product producers to understand the specific needs and values of green product buyers whilst encouraging green purchasing.