Sustainable Consumption in Practice: Exploring Green Product Purchase Intentions Among Malaysian Adults

Abstract

Growing environmental challenges have intensified the need to understand the determinants that influence consumers’ decisions to purchase green products, particularly in developing countries such as Malaysia, where sustainable consumption remains limited. This study examines the key predictors of green product purchase intention by extending the Theory of Planned Behavior (TPB) with two additional constructs: green awareness and environmental concern. A cross-sectional quantitative approach was employed, and data were collected from 302 Malaysian young adults using an online questionnaire. Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0 was used to evaluate the measurement and structural models. Findings indicate that four constructs—attitude (β = 0.168, t = 2.208, p = 0.014), perceived behavioral control (β = 0.180, t = 2.243, p = 0.013), subjective norms (β = 0.226, t = 4.438, p < 0.001), and green awareness (β = 0.225, t = 3.708, p < 0.001)—positively support green product purchase intention. In contrast, environmental concern was not supported (β = 0.104, t = 1.581, p = 0.057), suggesting that general concern for the environment does not directly translate into intention unless reinforced by more immediate cognitive or social mechanisms. This study contributes to the green consumer behavior literature by integrating awareness-based constructs within the TPB framework, offering deeper insight into the psychological and social factors shaping green product purchase intention among Malaysian young adults. The findings provide practical implications for policymakers and marketers by emphasising the role of awareness, social influence, and perceived capability in strengthening sustainable consumption patterns. Recommendations for future research are also proposed.