Consumer intention toward green electrical products: A case study in Johor Bahru, Malaysia

Abstract

The research on Malaysian consumers' behavior toward green products is still insufficient. This study has applied an extended Theory of Planned Behavior to predict consumer intention to purchase green electrical product in Johor Bahru, Malaysia. This study examined the relationship between consumer intention toward green electrical products, attitude, subjective norms, perceived behavioral control, the government's role, environmental knowledge, and environmental concern. There were a total of 384 respondents’ responses have been collected in this survey. A regression analysis was used to test the research hypothesis. The study found that attitude, subjective norms, government’s role, and environmental concern were significant and positively affect the consumer intention to purchase the green electrical product. This research affirmed that consumer behavior can be explored by the application of an extended Theory of Planned Behavior. Government, marketers, and producers have to play a big role in enhancing positive consumer behavior toward the green product in Malaysia.