A MODEL OF FACTORS INFLUENCING CONSUMER INTENTION BEHAVIOUR IN PURCHASING GREEN PRODUCT

Abstract

As the population grows, natural resources are overly consumed by activities such as deforestation, logging, fisheries, and mining, which are done to supply the world’s demand. Hence, the purchasing of green products is crucial in reducing environmental degradation. Green purchasing behaviour can be referred as to the individual’s purchasing behaviour of environmental-friendly products or products that will not inflict harm nor pollute or deplete the earth’s natural resources, and products that are able to be conserved or recycled. It is a vital part of ensuring sustainable Development Goals (SDGs) is possible, which aim to minimize harmful environmental and health impacts through the promotion of an eco-friendly way of living. Social media in its existence has held a great influence on the consumer in terms of the purchasing process of not just being limited to green products. The use of social media as a marketing or promoting platform for green products holds great advantages in targeting a larger audience to promote these green products. This study was conducted to propose a new framework to assess the influence of social media on consumer intention behaviour in purchasing green products. The proposed model was developed by extending the Theory of Planned Behaviour with social media usage and social media marketing into the model to determine significant factors that influence consumer intention behaviour in purchasing green product.