ISSN: 2222-6990
Open access
Purpose: The purpose of this study is to investigate how different factors in Sibu, Sarawak, affect consumers' intentions to purchase green products. The study's model and hypotheses were adopted from previous studies. Design/methodology/approach: Out of 200 participants in Sibu contacted via Google Forms, 189 agreed to participate in this online survey. A non-probability convenience sampling method was used to select the sample. The hypothesis was investigated using Jeffrey's Amazing Statistics Programme (JASP) version 0.18.3. Findings: The study found a positive correlation between green purchase intention and environmental concern, environmental knowledge, green products, and eco-innovation factors. Furthermore, the study demonstrates that, while gender, age, education, income, and occupation were not statistically significant, there are statistically significant differences regarding green buying intentions between demographic characteristics like marital status. Research limitations/implications: A few restrictions have been noted. First, one of the usual limits of scientific research, and this study is not an exception, is the findings' generalizability. The current investigation was conducted in Sibu, Sarawak. Therefore, more research needs to be done in different parts of Sarawak to increase the validity of the findings. Second, as a measure of green purchase intention, green products were the main focus of the current research. Other categories of green products, such as green energy, may be the subject of future research. Third, even though the study's sample size was enough and suitable, bigger samples could be used in later research to strengthen the findings' validity. Practical implications: The article offers recommendations for practitioners to develop green policies that enhance purchase intentions. It provides guidelines for the government, regulators, educators, businesses, and consumers on establishing green purchase intentions. Policies supporting eco-innovation and green production, such as subsidies, assistance, awareness programs, and specific regulations, are crucial. Originality/value: This study is one of the few in Sibu dedicated to developing and evaluating a model of determinants predicting the propensity to purchase green products. It uniquely examines the influence of demographic characteristics on the intention to purchase eco-innovation and green products, using demographic data as control variables.
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(Sakai et al., 2024)
Sakai, F., S.K, P., Raghavan, S., & V.S, R. (2024). Determinants of Green Purchase Intention toward Eco-Innovation and Green Products in Sibu, Sarawak. International Journal of Academic Research in Business and Social Sciences, 14(8), 1458–1483.
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