PROPOSING A CONCEPTUAL FRAMEWORK FOR GREEN PURCHASING INTENTION AMONG GENERATION Y IN KUALA LUMPUR: THE MEDIATING ROLE OF ATTITUDE
DOI:
https://doi.org/10.35631/IJEMP.936058Keywords:
Attitude, Conceptual Framework, Generation Y, Green Purchasing Intention, Theory Of Planned BehaviourAbstract
Green purchasing intention has emerged as an important area of research as consumers are encouraged to make environmentally responsible consumption choices. However, environmental awareness alone does not explain how consumers form an intention to purchase green products. For Generation Y consumers in Kuala Lumpur, the conceptual problem concerns how economic, environmental and social considerations are translated into purchasing intention through attitude. This paper proposes a framework linking price perception, environmental concern and social influence to green purchasing intention, with attitude towards green purchasing positioned as a mediator. Drawing on the Theory of Planned Behaviour, the framework proposes both direct relationships and indirect relationships through attitude. Its contribution lies in integrating the three selected antecedents within a common attitudinal pathway for a defined urban consumer group. A quantitative, cross-sectional correlational survey is proposed for future empirical validation, using a structured self-administered questionnaire and analysis of direct and indirect relationships. No primary data are collected or analysed in this conceptual paper. The framework is expected to contribute to green consumer behaviour literature by specifying how the selected considerations may shape attitude and intention. It also provides a basis for future research and, subject to empirical validation, may inform pricing communication, green marketing and sustainable consumption initiatives.
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