Abstract
Purpose This study examines the key factors affecting consumers’ purchases of environmentally friendly products in Malaysia. Originality Although the Malaysian government has put in effort and assistance to promote the use of environmentally friendly products, the purchase of environmentally friendly products remains low, as the costs of environmentally friendly products are still more expensive than those of non-energy efficient products. This study is one of the pioneering studies in developing countries that examined the purchase of environmentally friendly products after the COVID-19 pandemic. Methodology Three hundred participants from four developed states in Malaysia with the highest awareness of environmental protection and environmentally friendly products were approached. The survey was administered to the respondents in public places. Findings Malaysians’ purchase intentions towards environmentally friendly products are affected by confidence, family income, and attitude. In contrast, this study found no significant positive effect of financial subsidies on purchase intention towards environmentally friendly products.
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