The effect of word of mouth, environmental knowledge and environmental concern on green purchase intention : the role of attitude as a mediator

Abstract

This study examines factors leading for green purchase intention among Malaysian consumers. Data were collected through the distribution of 352 structured questionnaires Malaysian consumers in Klang Valley area. This research proposes a modified conceptual model based on the Theory of Reasoned Action (TRA). It investigates the effect of Word of Mouth (WOM) environmental concern, environmental knowledge, on green purchase intention the study choose attitude to buy green products as a mediator. To test the factorial validity of the constructs and the goodness of the proposed hypothesized model, factor analysis and structural equation modelling (SEM) were used. The finding of this study shows that all factors have significant impact on green purchase intention. However, based on TRA theory, attitude only mediate between the environmental concern and green purchase intentions. The empirical findings support three out of four propositions in this study support eight out of ten hypothesis in this study. All environmental knowledge and concern and WOM have significant direct impact on green purchase intention. At same time, the study explained also why attitude only mediate between environmental concern and green purchase intention. The research findings are valuable for marketing managers who looking for sustainable business which benefit environment, company and customers in both the short and long term.