FACTORS AFFECTING CONSUMER PURCHASE INTENTION TOWARD GREEN ELECTRICAL PRODUCT

Abstract

The purpose of this study is to find out the factors that affect consumer purchase intention toward green electrical products in Universiti Kuala Lumpur MITEC campus. The consumer trend to purchase green products in Malaysia is increasing. There is awareness among consumers regarding the importance of protecting the environment. But, there is lack of information about current consumer purchase intention toward green electrical products. This research studies the relationship between government’s role, environmental concern and environmental knowledge with consumer purchase intention toward green electrical products. A questionnaire-based survey was conducted for data collection purposes and statistical analysis was done to determine the results. The results show a positive relationship between environmental knowledge and environmental concern toward consumer purchase Intention toward green electrical products.