Factors affecting green purchase intention among university students

Lim, Rui Wen (2023) Factors affecting green purchase intention among university students. Final Year Project, UTAR.

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Abstract

The swift growth of the economy and technological advancements in recent decades have undoubtedly enhanced the convenience of people's lives. Nonetheless, these progressions have also given rise to various environmental issues, including pollution, global warming, and climate change. As as result, more and more people are aware about the environmental issues. These people included the business. Numerous businesses are conscious of environmental concerns and aim to play a role in safeguarding the environment. Consequently, they are introducing a range of innovative products designed to exert a lesser impact on the environment compared to conventional products, these are commonly referred to as green products. Therefore, the objective of this research is to identify the variables influencing university students’ green purchase intention toward green product. The theory used in this study is theory of planned behavior. In addition, the data was collected by questionnaire and analyzed with SmartPLS 4.0 to test whether the model in this study is reliable, validity and hypothesis testing. The result showed that attitude, subjective norms, perceived behavioral control, and environmental concerns have a positive relationship toward green purchase intention. Thu, this study contributes these factors affecting green purchase intention among private university students in Malaysia.

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