Title: A predictive model for environmentally responsible purchase intention of organic products: a study from Malaysia

Authors: Joachim Clement Denis; Shathees Baskaran

Addresses: Segi College Kuala Lumpur, 33-35, Jalan Hang Lekiu, City Centre, 50100 Kuala Lumpur, Wilayah Persekutuan, Malaysia ' Azman Hashim International Business School, Universiti Teknologi Malaysia, Malaysia

Abstract: The organic products industry is facing several challenges in Malaysia although the demand for such products in this country is growing. Hence, this study aims to investigate the effect of green perceived quality, green perceived value, and green trust on green purchase intention for an organic product in Malaysia. To improve predictive value, green marketing was introduced to these relationships. A quantitative approach was employed involving a survey. Four hundred and fifty-six usable responses were obtained for data analysis. The results show significant relationships between green perceived quality, green perceived value, and green trust on green purchase intention. Moreover, green marketing was found to moderate these relationships as well. From the theoretical grounds, this research study adds to the current literature. The study also has provided important implications to marketers, manufacturers as well as policy-makers about effective ways of creating awareness among consumers.

Keywords: green perceived quality; green perceived value; green trust; green marketing; green purchase intention; organic product.

DOI: 10.1504/IJBIR.2025.144393

International Journal of Business Innovation and Research, 2025 Vol.36 No.2, pp.204 - 228

Received: 12 Jul 2021
Accepted: 25 Dec 2021
Published online: 11 Feb 2025 *

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