Abstract
Due to the high usage and demand of stationery among university students, this study investigates the factors that significantly influence university students' intention to purchase eco-friendly stationery. A novel research model has been developed using the stimulus-organism-responses (S-O-R) framework. Four external factors have been proposed as stimuli, namely, environmental knowledge (EK), environmental concern (EC), perceived environmental responsibility (PER), and university green initiatives (UGI), with attitude (ATT) as an organism and purchase intention (PI) as the response. Using purposive sampling, 367 Malaysian university students participated in this study, and the result of the partial least square-structural equation modeling (PLS-SEM) revealed that EK, EC, and PER significantly influenced students' ATT toward eco-friendly stationery. In addition, only the PER and ATT significantly affect the students' PI on the eco-friendly stationery. Additionally, the indirect hypothesis testing showed that EK, EC and PER indirectly influenced students' PI on eco-friendly stationery through ATT. This study's findings provided several important implications, including theoretical and practical implications, which would be utilized to understand the subject area better and cultivate students' PI on eco-friendly stationery in establishing a sustainable environment, communities and campus.
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