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.

摘要

本研究旨在检验顾客购买社会企业产品的意愿的决定因素。数据是使用自我管理的问卷收集的，该问卷由 360 名来自马来西亚当前囚犯出售的社会企业产品（MyPride 产品）消费者的受访者组成。使用偏最小二乘（SmartPLS）技术，基于Ajzen的计划行为理论（TPB）探索态度、主观规范和感知行为控制对消费者购买产品意图的影响。研究结果表明，态度与消费者购买产品的意愿之间的关系最强，其次是主观规范和感知行为控制。这项研究为 TPB 和客户购买囚犯产品的意图提供了新的见解。