Ethnicity, Social Influence, Eco-Label and Purchase Intention of Consumers of Green Home Electronic Products

  • Wan Kalthom Yahya
  • Siti Aisyah Asrul


Today green consumers are creating a new economy around the globe.
Indeed, the ‘green consumer’ idea was the focus of academicians and
manufacturers at the end of 1980s and in the early 1990s. Likewise, rising
knowledge on the various environmental problems has led a change in the
way consumers go about their life. People are insistently trying to reduce
their impact on the environment and living a ‘green lifestyle’. As a result,
business has seen this change in consumer attitudes and is trying to sell
many green products by exploiting the potential in the green market industry.
Using green home electronic products are environmental initiatives for
consumers to become green consumers. Research, although limited in the
areas of ethnicity and green electronic home products, does suggest that a
consumer’s ethnicity will influence their attitude toward home electronic
choices, which in turn will affect their purchase decision. Therefore, the
goal of the present study was to expand the body of research concerning
ethnicity and its influence on purchase of green home electronic products.
Therefore, this study examines if there exist differences in ethnic groups for
the intention to purchase home electronic products, namely air conditioner,
refrigerator and television. A total of 251 self-administered questionnaires
were collected from respondents living within the cities of Klang Valley,

Malacca and Penang. Results of the study show eco-label information is
important in all three ethnic groups while social influence was not important
to the Indians when purchasing green home electronic products. The results
of the study indicate the importance of viewing ethnic consumer groups
as unique markets and suggest some possible areas for further research.

How to Cite
HASHIM, NOR HASHIMA; YAHYA, Wan Kalthom; ASRUL, Siti Aisyah. Ethnicity, Social Influence, Eco-Label and Purchase Intention of Consumers of Green Home Electronic Products. Social and Management Research Journal, [S.l.], v. 15, n. 2, p. 48-63, dec. 2018. ISSN 0128-1089. Available at: <>. Date accessed: 24 july 2024. doi:

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