Abstract
Water pollution has drawn a lot of attention from all around the world. Reported studies indicated that many of the consumers prefer to use a water filter while others use boiled or bottled water for everyday consumption. This study aims to examine consumer’s intention towards the use of water filters in Malaysia. A convenience sampling method was employed and the data were collected through an online survey from consumers who were aged 18 and above. The results indicated that Malaysian consumers have a high level of intention towards the use of water filters. Respondents of different marital status, ethnicity, religion, and level of education group were found to perform similar levels of intention to consume filtered water. However, there were significant differences in the intention to use a water filter by gender, age, and monthly household income.
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