Beyond good intentions: why consumers choose social enterprise products

Purpose The study aims to enhance the understanding of consumer purchase intention towards social enterprise (SE) products, particularly in emerging markets. Design/methodology/approach The research employs a quantitative approach, utilizing structural equation modelling to analyse data collected from 299 tertiary-educated working adults in Malaysia. Findings The research identifies self-identity as the most significant predictor of purchase intention, exceeding the influence of traditional theory of planned behaviour (TPB) factors. The study also reveals that subjective norms primarily influence purchase intentions indirectly through their impact on self-identity. Practical implications The findings suggest that SEs should prioritize marketing strategies that resonate with consumers who possess a strong sense of social and environmental responsibility. The study also reveals a significant untapped market among well-educated and financially stable adults in Malaysia, presenting an opportunity for SEs to enhance product visibility and emphasize social benefits. Originality/value The study contributes to the literature by refining the TPB model within the context of social entrepreneurship, offering a more nuanced understanding of consumer purchase intention towards SE products. The integration of self-identity and perceived value as mediators enhances the model’s explanatory power and provides actionable insights for SEs operating in nascent markets.