Behavioural Intention to Purchase Remanufactured Automotive Components: The Mediating Effect of Attitude

Abstract

Purpose: The aim of this study is to examine the mediating factor of attitude on the consumers’ intention to purchase the remanufactured automotive components in Malaysia. Theoretical framework: The Theory of Perceived Behaviour (TPB) can be expanded, in accordance with Ajzen (1991), by adding new variables or modifying the present paths between variables. As previously mentioned, the TPB contends that attitude, subjective norms, and perceived behavioural control serve as the three pillars that support behavioural intention. However, other researchers asserted that the model's ability to predict actual behaviour may be improved by other variables that are not been included by TPB (Armitage and Conner, 1999, 2001). Therefore, the present study attempts to extend the TPB by including new variables, i.e., perception on the quality, perception about price and environmental consciousness. Design/Methodology/Approach: The quantitative study used primary data that gathered from 561 vehicle users using purposive sampling. Data were analysed using Partial-Least Square - Structural Equation Modelling (PLS-SEM) to examine the mediating effects and the strength of the relationships among the constructs. Findings: The results reveal that price (P) and subjective norm (SN) have significant positive relationship with attitude. Furthermore, attitude, subjective norm, price, and perceived behavioural control (PBC) exert significant positive effect on the behaviour intention (BI) to purchase remanufactured automotive components. Moreover, the findings indicate that attitude significantly mediates the relationship between price, subjective norms and behaviour intention. Research, practical & social implications: The results of this study emphasized that remanufacturers need to implement various marketing strategies including discounts and advertisements to bring positive influence on consumers’ behaviour intention to purchase remanufactured automotive components. Originality/Value: This study extends the Theory of Planned Behaviour (TPB) by incorporating price, quality and environmental consciousness perceptions. The expanded theoretical framework improved the predictive ability of the TPB.