Effect of Environmental Awareness and the Factors Influencing Millennials’ Purchase Intention of Sustainable Electronic Products in Metro Manila
Journal Title: Journal of Economics, Finance and Management Studies - Year 2025, Vol 8, Issue 02
Abstract
In recent years, severe economic expansion and overconsumption have deteriorated the environment. The study aimed to determine the effect of environmental awareness and identify the factors influencing the Millennials' purchase intention. The research seeks to address existing gaps by utilizing the Theory of Planned Behavior and the Theory of Consumption Values as its theoretical framework. This study incorporates additional variables, including environmental awareness, habits, and low awareness of sustainable electronic products to comprehensively understand the subject matter. The study utilized the causal research design and the purposive sampling method to select 449 Millennials aged 27-42 from Manila, Quezon City, Pasay, and Muntinlupa. Quantitative data were analyzed using Structural Equation Modeling (SEM). The study confirms the significant effect of environmental awareness on Attitudes, Subjective Norms, Perceived Behavioral Control, and Purchase Intention. Furthermore, conditional and epistemic values were also considered a motivation for shaping purchase intention. The results show that Millennials understand the environmental issues and recognize the need for proactive efforts to support sustainable initiatives. Consumers generally exhibit positive attitudes and intentions regarding sustainable products. Therefore, businesses, manufacturers, policymakers, and marketers must increase their efforts to promote awareness of the consumption of sustainable electronic products. This can be achieved through advertising and effective marketing strategies such as offering discounts, cash-back schemes, and highlighting the benefits of the products that will motivate the consumers to consider adopting this product into their lifestyle.
Authors and Affiliations
Rhanny D. Lansang , Ernesto D. Dimaculangan,
Keywords
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- EP ID EP758971
- DOI 10.47191/jefms/v8-i2-18
- Views 79
- Downloads 0
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