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Factors affecting consumer purchase intention towards environmentally friendly products: a case of generation Z studying at universities in Phnom Penh

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  • Moeun Saut

    (Royal University of Phnom Penh)

  • Tithdane Saing

    (Royal University of Phnom Penh)

Abstract

Applying the Theory of Planned Behavior (TPB) and further blended with environmental concern and willingness to pay, the current research investigates the intention to purchase environmentally friendly products among Generation Z in developing countries, particularly in Cambodia. The questionnaire survey was conducted on generation Z members who study at universities. The research uses structural equation modeling (SEM) to investigate the relationships among the constructs. The findings support the model integrating environmental concern and willingness to pay with TPB. Willingness to pay has the most significant effect on the purchase intention, whereas subjective norm has the weakest influence; meanwhile, environmental concern affects both attitude and purchase intention.

Suggested Citation

  • Moeun Saut & Tithdane Saing, 2021. "Factors affecting consumer purchase intention towards environmentally friendly products: a case of generation Z studying at universities in Phnom Penh," SN Business & Economics, Springer, vol. 1(6), pages 1-20, June.
    • Handle: RePEc:spr:snbeco:v:1:y:2021:i:6:d:10.1007_s43546-021-00085-2
    DOI: 10.1007/s43546-021-00085-2
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    References listed on IDEAS

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