Eco-friendly Bath and Shower Products: Determinants of Malaysian Millennials' Sustainable Purchase Intention

作者：Joshua Teck Khun Loo · 发表于：Journal of Intelligent Decision Making and Information Science · 年份：2026 · DOI：10.59543/jidmis.v3.2141 · 研究领域：Environmental Sustainability in Business、Sustainable Supply Chain Management、Environmental Education and Sustainability

This study examined the factors influencing Malaysian millennials' sustainable purchase intention towards eco-friendly bath and shower products by extending TPB with green price sensitivity. A quantitative approach was employed, and the data were analysed using PLS-SEM. The findings revealed that ATT, SN, PBC, and green price sensitivity significantly influenced sustainable purchase intention, with PBC emerging as the strongest predictor. However, green price sensitivity did not significantly moderate the relationships between ATT, SN, PBC, and sustainable purchase intention. Furthermore, the IPMA identified PBC as the most important construct for improving sustainable purchase intention. The findings extend the application of TPB in the context of eco-friendly bath and shower products and provide useful insights for marketers to improve product accessibility, strengthen consumers' confidence, and effectively communicate the environmental and health benefits of eco-friendly products to encourage sustainable purchasing behaviour.