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      Attitude towards Sustainable Product among Malaysian Consumers

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      Environment-Behaviour Proceedings Journal

      e-IPH Ltd.

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          Abstract

          This research investigates consumers’ attitude towards the acceptance of a sustainable product (SP). The current research on consumers’ behaviour mainly focuses on “determinants” or “factors” affecting attitudes, while; this research offers a parallel shift, focusing on consumers’ attitude influencing the acceptance of a sustainable product. Three main variables undergo in-depth examination: consumers’ attitudes (CA), consumers’ persuasion (CP) and consumers’ ethics (CE). This study develops a model of sustainability, considering the strengths and limitations of existing models. The theoretical framework for this study is based on the theory of reasoned action (TRA), the theory of planned behaviour (TPB), the attribution theory (AT) and the Thompson & Barton environmental attitudes model (EAM)

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          Author and article information

          Journal
          Environment-Behaviour Proceedings Journal
          E-BPJ
          e-IPH Ltd.
          2398-4287
          December 28 2020
          December 28 2020
          : 5
          : SI3
          : 3-9
          Article
          10.21834/ebpj.v5iSI3.2526
          © 2020

          This work is licensed under a Creative Commons Attribution 4.0 Unported License. To view a copy of this license, visit https://creativecommons.org/licenses/by-nc-nd/4.0/

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