E-WOM Review Adoption: Consumers' Demographic Profile Influence on Green Purchase Intention

Nowadays, green products are getting popular in their acceptance by the Malaysian consumers. Due to the advancement of the Internet technologies and the wide spread of electronic word of mouth (E-WOM), consumers seem to be more influenced in purchasing the green products. In this study, consumers' demographic profiles, such as age, gender, income, education background, and occupation are being explored to investigate their influences on consumers' green product purchase intention. The purpose of this paper is to showcase the results of the differences between several demographic profile groups on green product purchase intention using descriptive analysis, ANOVA and independent sample T-Test. T-test results showed that there is a statistically significant difference between gender on consumers' green product purchase intention. Meanwhile, the results generated by ANOVA indicated that there are no significant differences between age, income, education background and occupation on consumers' green product purchase intention. These results shed light on the potential market segment that should be targeted by marketers and producers of green products in Malaysia.