ASSESSING THE VARIABLES THAT INFLUENCE THE INTENTION OF GREEN
PURCHASE
Tan Kwe Lu
Institute of Energy Policy & Research
Universiti Tenaga Nasional
tan@uniten.edu.my
Nik Fanidautty Nik Ab Majid, Noor Hamisham Harun & Norsalwati Othman
College of Business Management & Accounting,
Universiti Tenaga Nasional,
Pahang, Malaysia
fanidautty@uniten.edu.my
Hamisham@uniten.edu.my
Norsalwati@uniten.edu.my
Abstract
The paper assesses the variables that influence consumers’ behaviour on the purchase of green products.
Specifically the objective of the study is to investigate empirically the factors that significantly contribute
the most to the intention to buy green products. Structured questionnaires were administered in various
strategic locations in the Klang Valley. Sample subjects were randomly and conveniently selected. These
determinants of green purchase were classified into Social Influence, Environmental Attitude,
Environmental Concern, Perceived Environmental Problem, Perceived Environmental Responsibility,
Perceived Environmental Behaviour, Concern for Self-Image and Role of Government. The coefficient of
determination R2 shows that 48.7% of the variance of intention to green purchase is explained by the
variance of Social Influence, Environmental Attitude, Environmental Concern, Perceived Environmental
Problem, Perceived Environmental Responsibility, Perceived Environmental Behaviour, Concern for SelfImage and Role of Government.
Field of Research: Green Purchase, Social Influence, Environmental Attitude, Environmental Concern,
Perceived Environmental Problem, Perceived Environmental Responsibility, Perceived Environmental
Behaviour, Concern for Self-Image and Role of Government.
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1. Introduction
In recent years, an increased awareness about environmental problems has become more important for
consumer and producer. Due to increase in the level of consciousness and concern about environmental
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problem, the producer or businesses attempt to produce products that are more pro-environment or
green products. In Malaysia, producers have been given incentives to encourage business to adopt
greener practices. However on the consumer side, the government cannot force consumers to choose
whether to use the pro-environmental product or not. Understanding consumer acceptance of green
products is a very important study and how consumers make their purchasing decision with respect to
environmental impact, and how, when and where they buy green products is the focus of green
consumerism.
Green product can be defined as a product which is sustainable, devoid of use of pesticides, made with
recycled material and simple packaging (Ottman, 1998). Therefore, green consumers can be defined as
those who focus on the purchase and consumption process especially as it relates to the production
process and the disposal of products, as well as their impact on the ecological environment. In general,
green consumers can be defined as a person who has preferred to purchase green products and who
has tried to reduce the impact of these products on the environment.
The objective of this study is to assess if antecedent variables such as social influence, environmental
attitude, environment concern, degree of environmental problem, environmental responsibility,
government role, and the awareness of green products affect the green buying behaviour among
Malaysian consumers.
2. Literature review
In this section, we provide an overview of the theoretical factors encouraging and discouraging green
consumerism. Our analysis is based on the assumption that consumption of green products (green
consumerism) and demands for eco-labelling are two sorts of the so-called ‘green demand’ and have
thus the same determinants.
The previous study has shown that one of the factors that influence purchase of green product is social
influence. When one’s emotions, opinions or behaviours are affected by others, this is what we call
social influence. A study by Rios (2006) shows that media is a factor that plays the important role in
developing environmental awareness. It also allows consumers to act in accordance to their newfound
or heightened sense of concern for the natural environment. Media can therefore play a significant role
in building a direct relationship between environmental consciousness, and buying behaviour on green
product.
Every consumer has an attitude about something. This attitude is composed of beliefs and affect toward
an object. Sometimes attitude can be positive or negative toward ambiguity of the object itself. A study
conducted by Mostafa (2007) found that environmental attitude towards green consumerism can
influence the intentionality of green purchasing. Kitchen and Reiling (2000) concur that there is a
positive relationship between environmental attitude and green environmental behaviour. Other
countries aside from Malaysia also have discussed on how to implement green consumerism. Hartmann
& Apaolaza-Ibanez (2012) analysed three distinct psychological benefit categories that are potentially
enhancing consumer attitudes toward green energy brands and increasing purchase intentions: warm
glow, self-expressive benefits and nature experiences. The findings confirm the most predicted effects
and underline the overall significance of psychological brand benefits. Parkash (2007) found that
consumer’s preference to buy goods from less polluting firms is well known, especially in developed
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countries, and is often revealed through increased willingness-to-pay for goods viewed as "green", that
is, those produced with the help of environmentally friendly technologies or with the use of less
polluting inputs
David (2011) also conducted a study on consumer willingness to pay for appliances produced by Green
Power Partners and the results from this study also indicate that consumer demographics and attitudes
influence willingness to buy green products. In particular, attitudes toward environmental issues, which
were captured in the variables of Effect and Climate, have a positive effect on consumer willingness to
pay for green products if the products were manufactured by a participant in the Green Power Partners.
Additionally, Follows and Jobber’s (2000) literature review on environmentally responsible purchase
behaviour noted that green attitudinal measure is operationalized by incorporating statements
concerning several environmental issues. They further noted that there were moderate correlations
between general attitudinal measure and multiple-act behaviours, but its intensity increases for general
measures and single-act behaviours where respondents were asked to give their opinions based on a
specific product.
Environmental consequences can be defined as worriedness on how a product will affect the
environment such as using more energy in production will result in water or air pollution. An
environmental consequence seems to be a specific belief which is largely embedded in cognitive
structure and should be considered an opinion rather than an attitude. Empirical studies on
environmental consequences show inconclusive results when researchers examine the relationship of
people who are gravely concerned with the environment and their likelihood to practice
environmentally responsible behaviour. There are studies which found that consumers who are
concerned with the environment are more inclined to recycle (Domina and Koch, 2002; Meneses and
Palacio, 2005) while others concluded that there are no significant differences among recyclers and nonrecyclers in their attitude towards environmental issues. Krause (1993) indicates that culture, religions
and lifestyle, can be a much more significant determinant of environmental consciousness especially
choosing goods that will give impact to environmental problems. In a study carried out by Mida (2007) in
Canada, the researcher found that half of the sample individuals said that they would be willing to pay
10% more for products that are environmentally friendly. This study’s findings were similar with the
study by Dunlap et al. (1992) which showed that 65% of Americans, 59 % of Germans and 31% of
Japanese consumers are willing to pay higher price for a product that proves to be environmentally
sustainable. Thogersen and Noblet (2012) found that both everyday green behaviour and the
acceptance of wind power are rooted in environmental consequences and therefore, everyday green
behaviour gives a significant contribution to predict acceptance of wind power when controlling
environmental consequences. Albayrak et al. (2012) investigated the influence of environmental
consequences and scepticism on green purchase behaviour by utilizing the theory of plan behaviour.
The result from the studies shows that those customers who have high level of environmental
consequences and less sceptical reflect a positive attitude, have a high positive subjective norm and
perceived behavioural control that motivates them to have stronger intentions to become e-invoice
subscribers in the near future.
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One of the factors that influence green purchase intention is how individual identifies or perceives the
environment problems. Perception of the environment problems is a process of evaluating and storing
information received about environment; it is about perception on the environment. The nature of such
perception includes warm feelings for an environment, an ordering of information, and an
understanding, however subjective of the environment. The Gallup International Institute conducted an
unprecedented international environmental opinion survey in early 1992 to examine possible
differences in public perceptions of environmental problems. Results from the survey show that concern
over environmental quality is much higher in the richer nations, and that views on the causes and
solutions of environmental problems differ dramatically between residents of the rich and poor nations.
Meanwhile, perceived environmental behaviour is the verdict of the individual about the approach and
the level of the environmental effect of his/her behaviour. The concept of environmental consequences
and perceived environmental behaviour is different. Ellen (1991) defined environmental consequences
as an attitude that represents a summary evaluation of an individual’s beliefs or feelings about an issue,
while perceived environmental behaviour represents an evaluation of the self in the context of the
issue. Consuming a given product because of its perceived positive environmental impact (e.g. buying a
line-caught sea bass or a tuna with a Dolphin-Safe label) can be described as ecological behaviour. The
individual ecological behaviour might be influenced either by moral motivation (e.g. some psychological
and moral determinants) or by external motivation (e.g. ecological political constraints). Schlegelmich,
Bohlen and Diamantopoulos (1996) and Kang and James (2007), have included environmental behaviour
as an attribute of environmental consciousness. They found that environmentally conscious men are
more inclined to use environmentally friendly products or greener products.
When we explain green consumer behaviour, many factors have been proposed as determinants such as
changing consumer value, environmental attitudes, demographic factors such as age, gender, education,
and income (Roberts,1996; Diamantopoulos et al. 2003; Schlegelmilch, Bohlen, & Diamantopoulos,
1996), as well as psychographic factors including altruism (Stern, 2000), knowledge of environmental
problems and alternative products, perceived personal relevance and the ability of the individual to
make an effective contribution (Chan, 2001). Research has also looked at many external influences on
green consumer behaviour such as the role of price and quality (D’Souza et al., 2007), eco-labels and
consumer beliefs about a firm’s environmental performance (Gulbrandsen, 2006). Many existing
theoretical models have been applied and extended to green consumer behaviour as well (Peattie,
2010) including the theory of reasoned action, theory of planned behaviour, Attitude-behaviour-Context
model, the Motivation-Opportunity-Ability model, the norm activation theory, and the Value-BeliefNorm model among others
Manaktola and Jauhari (2007) explored the factors which influence the consumer attitude and
behaviour towards green practices in the lodging industry in India using structured questionnaire. The
results show the consumers using hotel services are conscious about environmentally friendly practices
in India. They patronize the hotels that have adapted green practices though not compromising on
service quality. The consumers would prefer to use lodging that follows these practices but are not
willing to pay extra for these services. Indian hotels have the competitive advantage over similar
products if they follow green practices.
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Young et al. (2008) studied green consumption behaviour in UK. They conducted in-depth interview of
self-declared green consumer in UK and concluded that the most common of green criteria when
purchasing are: 1) product environmental performance in terms of its efficiency and durability, 2)
product manufacturing (recycle material, chemical content, repairability, etc.) and 3) second-hand
availability. Unfortunately, these criteria were limited to consumer consciousness about product price
which is higher than non-green criteria product, and consumer habit toward their trusted brand.
Akehurst et al. (2012) re-examined the determinants of ecologically conscious consumer behaviour
(ECCB) and explored the determinants of effective green purchase behaviour (GPB) by conducting a
quantitative study based on an online survey. The results show that psychographic variables, with
emphasis on perceived consumer effectiveness (PCE) and altruism, are more relevant than sociodemographics in explaining ECCB. The consumers with higher ECCB have shown higher green purchase
intention (GPI). The results also indicate that perceived consumer effectiveness (PCE) provides the
greatest insight into ecologically conscious consumer behaviour.
Moisander (2007) elaborated on the motivational complexity of green consumerism using a simple
model of motivation as an analytical tool. On the whole, the paper argued that as a private lifestyle
project of a single individual, ‘green consumerism’ is much too heavy a responsibility to bear. Therefore,
the author joined the growing number of scholars who argued that in environmental policy the focus on
individual consumers is limited and thus needs to be problematized. Skinner et al. (2003) found that the
ability of local government to selectively implement national and provincial policies in light of local
priorities is taken as indicative of the emergence of local agency within local development processes.
Furthermore, Evans (2009) focuses on municipal partnership between UK local authorities and local
authorities in the developing world for government development initiatives.
Based on the above cited theoretical and empirical literatures, the following hypotheses referring to the
relationship between among each variable for this current study are presented in the section below.
3. Research Methodology
3.1 Sample Design
Data collectors were deployed to various strategic locations in Kuala Lumpur as well as a few suburban
areas. Sample subjects were then randomly and conveniently selected to whom the questionnaires
were then administered. These sample subjects were the working adults consisting of both executive
and non-executive job holders from various areas within the Klang Valley. To ensure maximum
cooperation and participation and to provide accurate response, all respondents were assured of
anonymity. The working adults were selected because they possess financial ability to invest in unit trust
and thus were in better position to provide more accurate information regarding the measurement
constructs. A total of 458 usable answered questionnaires/responses were successfully collected.
3.2 Research Instrument
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This self-administered and structured questionnaire consists of two sections; sections A and B. Section A
of the questionnaire consists of demographic and socio-economic profile of the respondents. It consists
of gender, race, age, marital status, place of residency, income bracket, types of employment and
education level. In section B, the dependent variable is measured by the construct ‘Green Purchase
Behaviour’ while there are eight independent variables which measured consumers’ cognitive behaviour
by using eight different dimensions and these are ‘social influence’, ‘environmental attitude’,
‘environmental concern’, ‘perceived environmental problem’, ‘perceived environmental responsibility’,
‘perceived environmental behaviour’, ‘concern for self-image’ and ‘role of government’. Each of these
dimensions consists of a few items (statements). Each of these statements in the questionnaire was in
the form of close-ended question with closed alternatives in the form of seven-point Likert like scale.
Each sample subject was asked to indicate their level of agreement to these statements on this sevenpoint Likert-like Scale ranging from (1) ‘Strongly Disagree’ to (7) ‘Strongly Agree’. The questionnaire was
in two languages (Bahasa Malaysia and English). Any ambiguities in wordings were edited by linguist
expert. The final draft version of the questionnaire consists of six pages including the cover page.
3.3 The Model
Dependent Variable
Intention to Purchase
Green Product
Independent Variables








Social Influence
Environmental Attitude
Environmental Concern
Perceived Environmental Problem
Perceived Environmental Responsibility
Perceived Environmental Behaviour
Concern for Self-Image
Role of Government
The model of this study is as follow:
Y = β0 + β1 X1 + β2 X2 + β3 X3 + β3 X3 + β4 X4 + β5 X5 + β6 X6+ β7 X7 + εt
where Y is the Intention to invest as dependent variable and the independent components are
X1 = Social Influence
X2 = Environmental Attitude
X3 = Environmental Concern
X4 = Perceived Environmental Problem
X5 = Perceived Environmental Responsibility
X6 = Perceived Environmental Behaviour
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X7 = Concern for Self-Image
X8 = Role of Government
The following hypotheses were formulated for the study.
H1:
H2:
H3:
H4:
H5:
H6:
H7:
H8:
The Social Influence is significantly related to the intention to purchase green product.
The Environmental Attitude is significantly related to the intention to purchase green
product.
The Environmental Concern is significantly related to the intention to purchase green
product.
The Perceived Environmental Problem is significantly related to the intention to
purchase green product.
The Perceived Environmental Responsibility is significantly related to the intention to
purchase green product.
The Perceived Environmental Behaviour is significantly related to the intention to
purchase green product.
The Concern for Self-Image is significantly related to the intention to purchase green
product.
The Role of Government is significantly related to the intention to purchase green
product.
3.4 Statistical Procedures
The data were run using the SPSS (Statistical Package for Social Science) software. The outputs were first
analysed by profiling demographic variables. Regression is used to measure the relationships among the
eight independent variables and the dependent variable. All statements under each variable were
reliably tested using Cronbach Alpha score.
4. Output Analysis
4.1 Respondents’ Demographic Profile
From Table 1, the sample was comprised of 49.1% male and 50.9% female. About 29.5% of the
respondents were between the ages of 20-29, followed by the age group of 30-39, 40-49 and above 50
years old, which accounted for approximately 32.3%, 18.6% and 19.7%, respectively. Comparing
between residential areas of the respondents, approximately 55.7% of the respondents were living at
urban area and 44.3% living at suburban area. The respondents came from various education levels
where 34.1% of respondents have degree and 31.2% have a diploma meanwhile PHD/Master holder and
secondary school level are 4.6% and 29.9%, respectively. With regard to income classification, 34.7% of
them have income between RM1,000 to RM2,000 per month, 44.3% the respondents have income
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between RM2,001 to RM5,00 per month while only 4.1% of them have income less than RM1000 per
month.
Table 1: Profile of Respondents
Profile
Categories
Gender
Male
Female
4.2
Frequency
225
233
Percentage
49.1
50.9
Age
20-29 years
30-39
40-49
>50 years old
135
148
85
90
29.5
32.3
18.6
19.7
Residential
Area
Urban
suburban
255
203
55.7
44.3
Marital
Status
Single
Married
Divorced
112
339
7
24.5
74.0
1.5
Level of
Education
Post graduate
Degree
Diploma
Secondary School
Primary School
21
156
143
147
1
4.6
34.1
31.2
29.9
0.2
Monthly
Income
Below RM1,000
RM1,000 to RM2,000
RM2,001 to RM5,000
Above RM5,000
19
159
203
77
4.1
34.7
44.3
16.8
Reliability Test
Table 2 shows the reliability coefficients of the main variables of the study. All the 8 variables have the
value of higher than 0.7 except for the variables of ‘attitude’, ‘Environmental Behaviour’ and ‘Role of
Government” which show moderate values of 0.559, 0.572 and 0.560 respectively and this shows that
the reliability among items was consistent with the argument that the scale is reliable if alpha value is
between 0.6 to 0.7 (Hair, 2006).Thus, it serves as a reliable foundation for further testing and
subsequent analysis.
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Table 2: Inter-Items Cronbach Alpha
Dimension
No. of Items
Cronbach Alpha
Intention
4
0.849
Social
4
0.868
Attitude
5
0.559
Concern
3
0.702
Environment
4
0.833
Problem
Responsibility
5
0.646
Behaviour
4
0.5.72
Self-image
3
0.805
Government
4
0.560
General Cronbach Alpha: 0.833
4.3 Regression result
Table 3: Standardized (simultaneous) Regression between Intention to
Invest and the measurement variables
Dependent variable
Intention to Purchase
Green
Sig.
Independent variables
β
t
Social
0.126*
3.475
0.001
Attitude
-0.056
-1.403
0.161
Concern
0.267*
5.841
0.000
0.005
Environ-Problem
-0.114*
-2.850
Responsibility
0.239*
5.442
0.000
0.245
Behaviour
-0.050
-1.165
Self-Image
0.247*
5.673
0.000
0.000
Government
0.214*
4.892
Notes: The regression coefficients shown in the table are standardized regression coefficients
(beta coefficients), and the value in the parentheses of the table is the t-statistic. *, indicates
that the estimated coefficient is significant different from zero at 1 percent.
R= 0.698
R2 = 0.487
F-Value = 53.177 (P<0.01)
DW = 1.938
The general results for the linear multiple regression analysis of intentional behaviour to purchase green
products arising from
social influence, environmental attitude, environmental concern, perceived
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seriousness of environmental problem, perceived environmental responsibility, environmental
behaviour, concern for self-image in environmental protection and the role of government are reported
in Table 5. Multicollinearity test of the eight independent variables (social, attitude, concern,
environmental problem, environmental responsibility, environmental behaviour, self-image and
governmental role) has been done. Using a cut-off value of VIF less than 5 (VIF for social = 1.141, VIF for
attitude = 1.410, VIF for concern = 1.821, VIF for environment problem = 1.406, VIF for environment
responsibility = 1.685, VIF for environment behaviour = 1.635, VIF for self-image in environmental
protection = 1.654 and government’s role = 1.676 respectively), no multicollinearity among the variables
is found. The coefficient of determination R2 shows that 48.87% of the variance of intention to purchase
green is explained by the variance of social influence, attitude, concern, environmental problem,
environmental responsibility, environmental behaviour, self-image and governmental role. The F-value
is statistically significant at the 1% level implying that the regression model is reliable for prediction.
The estimated coefficient of correlation (R = 0.698) shows a relatively high linear correlation between
the independent and dependent variables. The regression result shows that social influence has positive
effect on intention to purchase green as the estimated coefficient is 0.126 with the confidence level of
99%. In other words, an increase in social influence by 1% would cause the intention to purchase green
to increase by 0.126%. The environmental concern also has positive association with the consumer’s
intention to purchase green products as the estimated coefficient is 0.267 and significant at 1% level
inferring that when environmental concern increases 1%, the intention to purchase green would
increase 0.267%. Other variables that have association with the consumer’s intention to purchase green
product are environmental responsibility, perceived self-image and role of government where their
relationship coefficients are 0.239, 0.247 and 0.214 respectively. Perceived effectiveness of behaviour
and the environmental attitude were however negatively not significant with intention to purchase
green product.
5.0
Conclusion
In the overall sample, the general linear regression result indicates that the dimension of ‘social
influence’, ‘Environmental Concern’, ‘Environmental Responsibility’, ‘Perceived Seriousness of
Environmental Responsibility’ and ‘Role of Government’ were by far the strongest and positive
predictors of green purchase intentionality. Another variable that has shown association with intention
to purchase green is ‘Perceived Seriousness of Environmental Problems’. However, it is negatively and
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statistically significant. Based on this regression result, H1, H3, H4, H5, H7, and H8 are significantly related
to the intention to purchase green products.
Although the finding is significant for green purchase intention, there are a few limitations in our
research. First, in terms of population demographic, the research was conducted in an urban area rather
than rural area. This potential drawback in terms of limitation is the coverage of a few focus areas and
the result could be bias at certain point.
In terms of future research, our findings here highlighted the cognitive behaviours that influence the
consumers’ intention to purchase green products e.g. social influence, concern, environmental problem,
environmental responsibility, self-image and governmental role. However, a longitudinal exploration of
the relationships identified here might be helped/aided/facilitated/influenced by external factors. An
examination of sensitivity of external factors such as macroeconomic conditions will definitely affect the
consumer’s intention to purchase green. Generally, higher economic growth encourages consumers to
purchase more and obtain higher satisfaction. To measure the relationship between economic and
market conditions with intention to green purchase, several other factors might be considered such as
gross domestic product, money supply growth, annual inflation rate.
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