Attitude towards Sustainable Product among Malaysian Consumers

This research investigates consumers' attitude towards the acceptance of a sustainable product (SP). The current research on consumers' behaviour mainly focuses on "determinants" or "factors" affecting attitudes, while; this research offers a parallel shift, focusing on consumers' attitude influencing the acceptance of a sustainable product. Three main variables undergo in-depth examination: consumers' attitudes (CA), consumers' persuasion (CP) and consumers' ethics (CE). This study develops a model of sustainability, considering the strengths and limitations of existing models. The theoretical framework for this study is based on the theory of reasoned action (TRA), the theory of planned behaviour (TPB), the attribution theory (AT) and the Thompson & Barton environmental attitudes model (EAM)