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All Journal International Journal of Tourism and Hospitality in Asia Pasific
Mohd Hasri, Fatin Hazimah
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Humanities

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Investigating the Determinants of Eco-Friendly Purchase Intention among Malaysian Consumers in the Food and Beverage Industry Huei Lok, Yee; Mohd Hasri, Fatin Hazimah; Draman, Felix Frall Anak; Mesuan, Fifi Ellia Najwani; Fion, Tew Chin En; Mayur, Rahul; Kee, Daisy Mui Hung
International Journal of Tourism and Hospitality in Asia Pasific Vol 9, No 1 (2026): February 2026
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v9i1.4367

Abstract

The global shift toward sustainability has greatly influenced consumer behavior, particularly within Malaysia’s growing food and beverage (FB) sector. Yet, a persistent gap remains between consumers’ eco-friendly behavior and their actual purchasing decisions. This study investigates the determinants of eco-friendly purchase intention among Malaysian consumers in the FB industry, focusing on environmental concern, environmental knowledge, and perceived consumer effectiveness (PCE). A quantitative research design was employed using an online survey administered to 200 Malaysian consumers. The findings reveal that all three variables exert a significant positive influence on eco-friendly purchase intention, with environmental knowledge emerging as the strongest predictor. The findings provide valuable practical insights into the key determinants influencing Malaysian consumers’ purchase intention toward eco-friendly FB products. The result can assist FB industry in creating effective marketing strategies that promote sustainability while guiding consumers toward environmentally responsible purchasing decisions.
Co-Authors Draman, Felix Frall Anak Fion, Tew Chin En Huei Lok, Yee Kee, Daisy Mui Hung Mayur, Rahul Mesuan, Fifi Ellia Najwani