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

SN Business & Economics volume 1, Article number: 83 (2021) Cite this article

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.

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Data availability

The datasets generated during and analyzed during the current study are available from the corresponding author on reasonable request.

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Funding

No funding was received for conducting this study.

Author information

Authors and Affiliations

  1. Department of Tourism, Royal University of Phnom Penh, Room#108, Building A, Russian Federation Blvd, Phnom Penh, Cambodia

    Moeun Saut

  2. Department of International Business Management, Royal University of Phnom Penh, Room#317, Building A, Russian Federation Blvd, Phnom Penh, Cambodia

    Tithdane Saing

Authors
  1. Moeun Saut
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  2. Tithdane Saing
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Correspondence to Moeun Saut.

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Moeun Saut and Tithdane Saing declare that they have no conflict of interest.

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Informed consent was obtained from all individual participants included in the study.

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Saut, M., Saing, T. Factors affecting consumer purchase intention towards environmentally friendly products: a case of generation Z studying at universities in Phnom Penh. SN Bus Econ 1, 83 (2021). https://doi.org/10.1007/s43546-021-00085-2

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  • DOI: https://doi.org/10.1007/s43546-021-00085-2

Keywords

  • Subjective norm
  • Planned behavior control
  • Attitude toward environmentally friendly products
  • Willingness to pay
  • Environmental concern
  • Purchase intention