Survey Dataset of Factors Influencing The Consumers In Kuching, Sarawak Towards Green Product Purchase Intention

Businesses nowadays are trying to apply green marketing which intended to arouse consumer’s awareness in protecting the environment. The purpose of conducting this study is to determine the factors influencing the consumers in Kuching, Sarawak towards green purchase intention. The independent variables for this research are attitude, subjective norm, perceived behavioral control, environmental concern, and environmental knowledge. The conceptual framework is based on Theory of Planned Behavior (TPB) and with add-in variables. This study is a quantitative and descriptive research where hypotheses testing was conducted. 200 respondents were selected to answer the distributed questionnaire. Purposive sampling method was used for this research. SPSS Statistical Software version 25 has been applied in this research to test on the collected data. The research findings showed that there are three independent variables have positive significant relationship with green purchase intention. The findings of this study can contribute to different sectors to improve and enhance green marketing as well as increase the purchase intention of the consumers towards green products.