A Measurement Tool For Purchase Intention And Its Factors In Environmental And Marketing Contexts

Abstract

The increasing concern over environmental problems has driven consumer interest in sustainable products. In response to this growing trend, LocknLock, an eco-certified household brand, has taken part in offering sustainable products. Still, there is not much understanding of what influences customers’ intention to buy these products. This study aims to design and confirm a reliable measurement tool that explores the major influences on consumer decisions to purchase green products. The study applied a modified version of the Norm Activation Model (NAM) and ABC Theory, studying Environmental Knowledge, Electronic Word-of-Mouth (eWOM), Green Marketing, Environmental Care Attitudes, Green Brand Image, and Purchase Intention. A total of 31 items were made and tested using data from a pilot research study involving 30 respondents. All items exhibited a Corrected Item-Total Correlation higher than 0.3 and a Cronbach’s Alpha exceeding 0.7. These results show that the developed instrument we developed is both reliable and valid and can be used for examining green purchase attitude. It is suitable for examining purchase intentions within environmental and marketing contexts and can be confidently used in future studies.