Application of Extended Theory of Planned Behaviour on Millennials’ Green Purchase Intention

Choon Siong, Ong (2024) Application of Extended Theory of Planned Behaviour on Millennials’ Green Purchase Intention. PhD thesis, UNIMAS.

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Abstract

This dissertation is conducted to examine the factors that have an impact on millennials’ green food product purchase intentions. Hence, this study uses an extended theory of planned behaviour to determine if millennial green purchase intentions has been impacted in a post�COVID economy. The target of this study are Malaysian millennials, and a total of 400 respondents have willingly volunteered their time to fill out the questionnaire. The data collected in this study was analysed using the SmartPLS program, and showed that factors of attitude, perceived behaviour control, environmental concern, and environmental knowledge have a significant impact on Malaysian millennials’ green food product purchase intention. However, this study also found that subjective norms do not have a significant impact on millennials’ green food product purchase intention. The implications of this study are that Malaysian millennials intentions of purchasing green food products are based on their positive associations of the importance of preserving the environment, hence businesses and policymakers should create advertisements or campaigns that appeal to their concern for the environment to encourage more millennials to consume green food products.

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