Trust, subjective norm and attitude towards the purchase intention of green products among Generation Z

Ong, Shu Ching and Lim, Sandy Zi Wen (A) (2025) Trust, subjective norm and attitude towards the purchase intention of green products among Generation Z. Final Year Project, UTAR.

PDF Download (3564Kb)

Abstract

The objective of this research is set to understand trust, subjective norm and attitude towards the purchase intention of green products among Generation Z. In this research, the independent variables are trust, subjective norm, and attitude, while determining their direct relationship with dependent variable, purchase intention. The scope of our targeted sample size and subject to study is among the generation z in Malaysia, and 171 questionnaire respondents are successfully collected. With the aid from Statistical Package for Social Science (SPSS) Software to run the reliability tests, explaining the correlation coefficient, and testing of each hypothesized relationships between the existing variables. After experimenting and analysis, the results shown from Pearson Correlation Coefficient and Multiple Linear Regression Analysis determine the significant positive relationship between two of the existing independent variables (subjective norm, attitude) and our dependent variable (purchase intention) and insignificant positive relationship between one of the existing independent variables (trust) and our dependent variable (purchase intention). Keywords: purchase intention; trust; subjective norm; attitude; green products; Generation Z Subject Area: HF5413.W55 200

Actions (login required)