Lee, You Ning and Zailani, Suhaiza Hanim Mohamad and Rahman, Mohd Khalilur (2021) Determinants of customer intention to purchase social enterprise products: A structural model analysis. Journal of Social Entrepreneurship, 12 (3). pp. 358-379. ISSN 1942-0676, DOI https://doi.org/10.1080/19420676.2020.1718742.
Full text not available from this repository.Abstract
This study aims to examine the determinants of customers’ intention to purchase social enterprise products. The data were collected using a self-administrated questionnaire consisting of 360 respondents from consumers of social enterprise products (MyPride products) sold by current prisoners in Malaysia. Using the Partial Least Square (SmartPLS) technique, the effect of attitude, subjective norm and perceived behavioural control on consumers’ intention to purchase products were explored based on Ajzen’s Theory of Plan Behaviour (TPB). The findings reveal that the strongest relationship was found between attitudes and consumers’ intention to purchase products, followed by the subjective norm and perceived behavioural control. This study provides new insights into the TPB and customers’ intention to purchase products made by prisoners. The findings are valuable to social enterprise products and other social enterprises to improve their products based on the customers’ insights. © 2020 Informa UK Limited, trading as Taylor & Francis Group.
| Item Type: | Article |
|---|---|
| Funders: | UNSPECIFIED |
| Uncontrolled Keywords: | Consumers' attitude;Subjective norm;Behaviour;Purchase intention;Enterprise products |
| Subjects: | H Social Sciences > HF Commerce H Social Sciences > HF Commerce > Business |
| Divisions: | Faculty of Business and Economics |
| Depositing User: | Ms Zaharah Ramly |
| Date Deposited: | 19 Oct 2022 06:44 |
| Last Modified: | 19 Oct 2022 06:44 |
| URI: | http://eprints.um.edu.my/id/eprint/35622 |
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