Abstract
To impede environmental deterioration and promote a more sustainable economy, one solution is to shift consumption from conventional to green products. However, inadequate information on how to promote consumers' green behavioral intention is slowing the growth of green markets and has become a barrier for when developing segments and communicating strategies for effective promotion of green products, in countries like Malaysia where the trend is new. This study attempts to examine consumers' green purchase intention motivational drivers and determine the moderating effect of education levels, gender and income. Structural Equation Modeling (SEM) technique was used to evaluate the causal model. The results suggest that cultural values and environmental advertising are the main influence in building green purchase intention while environmental knowledge is not significantly related. It also indicates that gender and education level have a significant positive moderation effect while income is not. The discussions and implications of these findings are further elaborated.
Published Version
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