THE THEORY OF CONSUMPTION VALUE TO UNDERSTANDING CUSTOMER PURCHASING INTENTION ON THE GREEN PRODUCT IN MALAYSIA HYPERMARKET

Abstract

As sustainability gains momentum globally, this study investigates the factors that influence green purchase intention within the Malaysian context. The research focuses on understanding the unique blend of elements of theory consumption value that impact consumers' decisions to choose green products in the Malaysian hypermarket. Key factors explored include ecological value, functional value, symbolic value, experiential value and epistemic value. The implications of this research extend to businesses, marketers, and policymakers aiming to promote sustainable practices in Malaysia. By identifying the factors that resonate with Malaysian consumers, businesses can tailor their strategies to meet the specific needs and preferences of the local market. Additionally, this study contributes to the academic understanding of green consumer behavior in Malaysia, enriching the global discourse on sustainable consumption. In essence, this research seeks to provide actionable insights that foster environmentally responsible consumer choices in Malaysia, contributing to the broader goal of sustainable development in the Malaysia.