Determinant Factors of Consumer Purchase Intentions towards Sustainable Products

Abstract

This study investigates the factors influencing consumer purchase intentions for sustainable products in Malaysia, focusing on eco-friendly packaging and its contribution to promoting sustainable consumption. Applying the Theory of Planned Behavior (TPB), the research analyses critical elements such as environmental concern, social influence (subjective norms), perceived control over behaviour, attitude, and willingness to pay, and how these factors affect consumer choices. The study context is Malaysia’s ongoing struggle with plastic waste management, and it aligns with global sustainability objectives, notably Sustainable Development Goal 12 (SDG 12). Data were collected through online surveys targeting consumers in Kuala Lumpur and Selangor, and quantitative analysis was conducted using descriptive statistics, correlation, and multiple regression to explore the connections between these variables and purchase intentions. The results provide insights for businesses and policymakers to develop strategies that enhance sustainable product offerings while addressing environmental challenges. Additionally, this research fills a gap in the existing literature by examining sustainable consumer behaviour in Malaysia, offering actionable recommendations for encouraging green practices and minimizing environmental impact.