Factors driving consumers intention to buy products: An empirical investigation

Abstract

This article examines consumers’ intention to purchase green product, such as electric scooters based on the theory of planned behavior. Specifically, the study incorporates several essential variables, which are likely to influence consumer intentions: (a) product knowledge, (b) subjective norm, and (c) psychological and functional perceived risk. The research model was tested using data from the survey of 568 participants. Results indicate that Purchase intention is influenced by Product Knowledge and Subjective Norm while consumer’s Perceived Risk has a moderating effect. More specifically, psychological perceived risk strengthens the relationship between product knowledge and purchase intention, and functional perceived risk dampens the relationship between them. By examining three major external factors that influence green product consumers’ purchasing intention this study contributes to the theory of planned behavior and generate practical recommendations. Authors recommended that marketing managers need to pay attention to both consumers’ psychological and functional perceived risk and utilize such marketing activities as engaging with “opinion leaders” in order to boost up consumers’ purchasing intention and organizing educational events about green products.