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Assessing young adult consumers’ responses to green personal care products: insights from extended theory of planned behavior

The purpose of this study is to examine the role of intention and other predictors in predicting consumers’ behaviour of purchasing green personal care products. This was a cross sectional study with 305 college students in the 2020-2021 academic year in completed a self-reported online survey. The...

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Main Authors: Zainudin, Norzalina, Law, Kai Wei, Osman, Syuhaily, Munusami, Chandramalar
Format: Article
Published: Human Resource Management Academic Research Society 2022
Online Access:http://psasir.upm.edu.my/id/eprint/100403/
https://hrmars.com/index.php/IJARBSS/article/view/16006/Assessing-Young-Adult-Consumers-Responses-to-Green-Personal-Care-Products-Insights-from-Extended-Theory-of-Planned-Behavior
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spelling my.upm.eprints.1004032023-12-26T04:38:05Z http://psasir.upm.edu.my/id/eprint/100403/ Assessing young adult consumers’ responses to green personal care products: insights from extended theory of planned behavior Zainudin, Norzalina Law, Kai Wei Osman, Syuhaily Munusami, Chandramalar The purpose of this study is to examine the role of intention and other predictors in predicting consumers’ behaviour of purchasing green personal care products. This was a cross sectional study with 305 college students in the 2020-2021 academic year in completed a self-reported online survey. The findings revealed that three predictors as attitude, subjective norm, and perceived behavioral control have a significantly positive influence on green purchase intention of green personal care products among students. The analysis also showed that the additional of environmental concern and price to the standard TPB model has contributed to the increase in variance for the model. However, analysis of the mediation effect of intention for perceived behavioral control and behavior also shows insignificant. To academics, our findings indicate that future intervention should consider TPB constructs and additional constructs, price, and environmental concerns. It also provides insight to the green marketer in understanding young consumers' decision-making in relation to green personal care products. These findings can assist marketers in starting point for the conception of target group-specific strategies. This study offers valuable insight into current academic findings on young adult consumers and climate-friendly products research which further enhance the predicting of the TPB model. Human Resource Management Academic Research Society 2022-12-24 Article PeerReviewed Zainudin, Norzalina and Law, Kai Wei and Osman, Syuhaily and Munusami, Chandramalar (2022) Assessing young adult consumers’ responses to green personal care products: insights from extended theory of planned behavior. International Journal of Academic Research in Business and Social Sciences, 12 (12). 2061 - 2079. ISSN 2222-6990 https://hrmars.com/index.php/IJARBSS/article/view/16006/Assessing-Young-Adult-Consumers-Responses-to-Green-Personal-Care-Products-Insights-from-Extended-Theory-of-Planned-Behavior 10.6007/IJARBSS/v12-i12/16006
institution Universiti Putra Malaysia
building UPM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Putra Malaysia
content_source UPM Institutional Repository
url_provider http://psasir.upm.edu.my/
description The purpose of this study is to examine the role of intention and other predictors in predicting consumers’ behaviour of purchasing green personal care products. This was a cross sectional study with 305 college students in the 2020-2021 academic year in completed a self-reported online survey. The findings revealed that three predictors as attitude, subjective norm, and perceived behavioral control have a significantly positive influence on green purchase intention of green personal care products among students. The analysis also showed that the additional of environmental concern and price to the standard TPB model has contributed to the increase in variance for the model. However, analysis of the mediation effect of intention for perceived behavioral control and behavior also shows insignificant. To academics, our findings indicate that future intervention should consider TPB constructs and additional constructs, price, and environmental concerns. It also provides insight to the green marketer in understanding young consumers' decision-making in relation to green personal care products. These findings can assist marketers in starting point for the conception of target group-specific strategies. This study offers valuable insight into current academic findings on young adult consumers and climate-friendly products research which further enhance the predicting of the TPB model.
format Article
author Zainudin, Norzalina
Law, Kai Wei
Osman, Syuhaily
Munusami, Chandramalar
spellingShingle Zainudin, Norzalina
Law, Kai Wei
Osman, Syuhaily
Munusami, Chandramalar
Assessing young adult consumers’ responses to green personal care products: insights from extended theory of planned behavior
author_facet Zainudin, Norzalina
Law, Kai Wei
Osman, Syuhaily
Munusami, Chandramalar
author_sort Zainudin, Norzalina
title Assessing young adult consumers’ responses to green personal care products: insights from extended theory of planned behavior
title_short Assessing young adult consumers’ responses to green personal care products: insights from extended theory of planned behavior
title_full Assessing young adult consumers’ responses to green personal care products: insights from extended theory of planned behavior
title_fullStr Assessing young adult consumers’ responses to green personal care products: insights from extended theory of planned behavior
title_full_unstemmed Assessing young adult consumers’ responses to green personal care products: insights from extended theory of planned behavior
title_sort assessing young adult consumers’ responses to green personal care products: insights from extended theory of planned behavior
publisher Human Resource Management Academic Research Society
publishDate 2022
url http://psasir.upm.edu.my/id/eprint/100403/
https://hrmars.com/index.php/IJARBSS/article/view/16006/Assessing-Young-Adult-Consumers-Responses-to-Green-Personal-Care-Products-Insights-from-Extended-Theory-of-Planned-Behavior
_version_ 1787137202343378944
score 13.211869

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