Determinants of intention to purchase online eco-friendly items amongst university students in Nilai, Malaysia

This study investigates the determinants of intention to purchase online eco-friendly items among university students in Nilai, Malaysia. This research builds upon previous studies regarding consumers' intentions to buy environmentally friendly items digitally. The theory of planned behavior (TPB) is used in this study since its concepts are applicable and relevant to understanding people's intentions to buy environmentally friendly goods digitally in Malaysia. The present research examined the variables influencing consumers' intentions to buy various environmentally friendly goods digitally and evaluated how well they fit into the Malaysian industry. Surveys were sent as part of the project's quantitative analysis methodology to gather data. With an expected sample population of 361 learners, this study's approach entails data collection through purposive sampling. The results of this research indicated that each independent factor employed has an impact on people's decisions to buy environmentally friendly products online in Nilai, Malaysia. It provided input on elements that might help businesses organize their advertising strategies. The findings have an impact on research as well as practice. Corporations may execute viable concepts by drawing the link between the desire to buy and acquiring knowledge about the purchasing patterns of young customers. Thus, a company's market worth and income in Malaysia may increase. The research also adds to the body of knowledge regarding people's intentions to buy eco-friendly products via the internet by offering insightful information. By addressing a gap in the existing literature, the research's focus on this specific setting advances our comprehension of how people behave while making online purchases of environmentally friendly items within the Malaysian context. So, this study helps in building a resilient eco-system aimed at sustainable growth.