Factors driving consumers intention to buy products: An empirical investigation

Li-Fan Wu; Cheng Yang; Yang-Hsin Fu; Yu-Jia Li

doi:10.59400/apr.v2i1.476

Li-Fan Wu School of Economics, Wuzhou University, Wuzhou 543003, China
Cheng Yang School of Economics, Wuzhou University, Wuzhou 543003, China
Yang-Hsin Fu National University of Kaohsiung, Kaohsiung 81148, Taiwan
Yu-Jia Li School of Economics, Wuzhou University, Wuzhou 543003, China

Ariticle ID: 476

98 Views, 58 PDF Downloads

DOI: https://doi.org/10.59400/apr.v2i1.476

Keywords: purchase intention; product knowledge; subjective norm; brand image; perceived risk

Abstract

This article examines consumers’ intention to purchase green products, such as electric scooters, based on the theory of planned behavior. Specifically, the study incorporates several essential variables that are likely to influence consumer intentions: (a) product knowledge; (b) subjective norm; and (c) psychological and functional perceived risk. The research model was tested using data from the survey of 568 participants. Results indicate that Purchase intention is influenced by Product Knowledge and Subjective Norm while consumer’s Perceived Risk has a moderating effect. More specifically, psychologically perceived risk strengthens the relationship between product knowledge and purchase intention, and functionally perceived risk dampens the relationship between them. By examining three major external factors that influence green product consumers’ purchasing intentions, this study contributes to the theory of planned behavior and generates practical recommendations. The authors recommended that marketing managers need to pay attention to both consumers’ psychological and functional perceived risk and utilize such marketing activities as engaging with “opinion leaders” in order to boost consumers’ purchasing intentions and organize educational events about green products.

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