Understanding consumers' intention in socially responsible purchasing in Malaysia using the theory of reasoned action

Ong, Derek Lai Teik * and Ong, Victor Ching Poh * and Ho, Ooi Tim * and Liew, Chiu Limn * and Liew, Wei Chyi * (2014) Understanding consumers' intention in socially responsible purchasing in Malaysia using the theory of reasoned action. Journal of Business and Policy Research, 9 (1). pp. 207-218. ISSN 1449-387X (Print); 1838-3742 (Online)

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Abstract

Past researches have demonstrated the effectiveness of theory of reasoned action (TRA) model to predict consumers’ purchase intention. However, many researches scarcely use a psychosocial perspective to predict consumers’ purchase intention. Hence, this study extends existing research by incorporating personal moral norms to gain a better understanding of consumers’ purchase intention for ‘socially responsible’ products in the Malaysian marketplace. Results from 178 respondents indicated that attitudes towards behavior, subjective and personal norms influence consumers’ purchase intention. It is found that personal norms also partially mediate between subjective norm and purchase intention. From the findings, it is recommended that companies (and even the government) encourage socially responsible purchasing through holding more public activities, creating social expectations, better disclosures of corporate social responsibility and providing education regarding socially responsible purchasing. Personal engagement of customers should also be considered to encourage better customer relationship when their views are taken into product development and campaigns.

Item Type: Article
Additional Information: Authors are with Sunway University Business School.
Uncontrolled Keywords: Theory of reasoned action; socially responsible purchase intention; subjective norms; personal norms; attitude towards behaviour
Subjects: H Social Sciences > HF Commerce
Divisions: Sunway University > Sunway University Business School > Dept. Marketing
Depositing User: Ms. Molly Chuah
Date Deposited: 02 Apr 2015 09:02
Last Modified: 02 Apr 2015 09:02
URI: http://eprints.sunway.edu.my/id/eprint/271

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