Social Influence and Eco-Label Factors toward Purchase Intention of Green Home Electronic Products: A PLS Approach

In promoting environmentally conscious consumer behavior, global warming and climate change have become the evolving issues for the marketers. This rise in ecologically conscious consumer sometimes known as green consumers has seen an increase in many studies on the nature of green consumers in different markets. This study examines the attitude-behavior relationship that integrates two factors, namely, social influence and knowledge of eco-labels to examine their influence in the intention to purchase green home electronic products. Using a convenience sampling, 251 self-administered questionnaires were acquired from the consumers. The results indicate that social influence and eco label are significant influencers on green purchase intention of home electronic products. The results of this study will support marketers to have an all-inclusive marketing plan and promotional approaches to attract consumers to participate in buying green products. Implication for marketers is further discussed

کلیدواژه ها:

Social Influence ، Eco-Label ، Home Electronic Products ، Green Consumers ، Malaysia