Factors influencing purchase intention of eco-labelled electronic products among consumers in Sarawak
List of Authors
  • Evelyn Wong Yu Yan , Wong Lim Jin

Keyword
  • Eco-Labelled Electronic Products, Theory of Planned Behaviour, Perceived Consumer Effectiveness, Willingness to Pay More

Abstract
  • This study investigates the factors influencing consumers' purchase intentions of eco-labelled electronic products in Sarawak, Malaysia. With the increasing awareness of environmental sustainability and the growing concern over electronic waste, understanding the drivers behind consumers' preferences for eco-friendly electronics is crucial. The study expands on the Theory of Planned Behaviour (TPB) by integrating additional constructs such as perceived consumer effectiveness and willingness to pay more. Quantitative analysis methods, including SPSS for preliminary data analysis and PLS-SEM for testing the proposed model, are employed to explore the relationships between these variables and consumers' purchase intentions. This research emphasizes the critical role of eco-labels in informing consumer choices and promoting green consumerism in a region with increasing environmental challenges. By addressing the gap in existing literature on eco-labels and purchase behaviour within a specific regional context, this research contributes to the broader discourse on green consumerism and environmental responsibility. The results are expected to highlight the importance of eco-labels as tools for guiding consumer decisions and fostering environmentally conscious purchasing habits. Additionally, the insights derived from this study are intended to assist marketers, policymakers, and environmental organizations in developing targeted strategies to encourage sustainable consumption patterns and support the growth of green markets in Sarawak.

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