Determinants of Customer Intention to Purchase Social Enterprise Products: A Structural Model Analysis

You Ning Lee, Suhaiza Zailani and Muhammad Khalilur Rahman

Journal of Social Entrepreneurship, 2021, vol. 12, issue 3, 358-379

Abstract: This study aims to examine the determinants of customers’ intention to purchase social enterprise products. The data were collected using a self-administrated questionnaire consisting of 360 respondents from consumers of social enterprise products (MyPride products) sold by current prisoners in Malaysia. Using the Partial Least Square (SmartPLS) technique, the effect of attitude, subjective norm and perceived behavioural control on consumers’ intention to purchase products were explored based on Ajzen’s Theory of Plan Behaviour (TPB). The findings reveal that the strongest relationship was found between attitudes and consumers’ intention to purchase products, followed by the subjective norm and perceived behavioural control. This study provides new insights into the TPB and customers’ intention to purchase products made by prisoners. The findings are valuable to social enterprise products and other social enterprises to improve their products based on the customers’ insights.

Date: 2021
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DOI: 10.1080/19420676.2020.1718742

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