Factors affecting consumer purchase intention towards environmentally friendly products: a case of generation Z studying at universities in Phnom Penh

Moeun Saut () and Tithdane Saing
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Moeun Saut: Royal University of Phnom Penh
Tithdane Saing: Royal University of Phnom Penh

SN Business & Economics, 2021, vol. 1, issue 6, 1-20

Abstract: Abstract Applying the Theory of Planned Behavior (TPB) and further blended with environmental concern and willingness to pay, the current research investigates the intention to purchase environmentally friendly products among Generation Z in developing countries, particularly in Cambodia. The questionnaire survey was conducted on generation Z members who study at universities. The research uses structural equation modeling (SEM) to investigate the relationships among the constructs. The findings support the model integrating environmental concern and willingness to pay with TPB. Willingness to pay has the most significant effect on the purchase intention, whereas subjective norm has the weakest influence; meanwhile, environmental concern affects both attitude and purchase intention.

Keywords: Subjective norm; Planned behavior control; Attitude toward environmentally friendly products; Willingness to pay; Environmental concern; Purchase intention (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:spr:snbeco:v:1:y:2021:i:6:d:10.1007_s43546-021-00085-2

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DOI: 10.1007/s43546-021-00085-2

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