Factors Influence on Malaysian Generation Z’ Purchase Intention: Price Consciousness as a Moderating Variable

Zhazira Sautova; Mohammad Harith Bin Amlus; Julinawati Suanda

doi:10.63332/joph.v5i6.2455

Factors Influence on Malaysian Generation Z’ Purchase Intention: Price Consciousness as a Moderating Variable

Authors

Zhazira Sautova Faculty of Business & Communication, Universiti Malaysia Perlis (UniMAP), Malaysia
Mohammad Harith Bin Amlus Faculty of Business & Communication, Universiti Malaysia Perlis (UniMAP), Malaysia
Julinawati Suanda Faculty of Business & Communication, Universiti Malaysia Perlis (UniMAP), Malaysia

DOI:

https://doi.org/10.63332/joph.v5i6.2455

Keywords:

Generation Z, Retail Industry, COVID-19, Purchase Intention, Perceived Quality, Value Consciousness, Environmental Concern, Subjective norm, Perceived Behavioural Control, Price Consciousness, Attitude, Partial Least Squares (PLS), Theory of Planned Action (TPB), Average Variance Extracted (AVE), Variance Inflation Factor (VIF)

Abstract

The purpose of this paper is to examine the direct effect of perceived quality, value consciousness, environmental concern, subjective norm and perceived behavioural control, and moderating impact of price consciousness, and mediating influence of attitude on a purchase intention in the Malaysian retail industry. A quantitative research methodology will be used, and the data will be collected from 384 Malaysian customers from the age category between 18-26 years old. The findings of this study will contribute to an understanding of the importance of the chosen factors affecting on Generation Z’ purchase intention in the Malaysian retail industry.

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Published

2025-06-12

How to Cite

Sautova, Z., Amlus, M. H. B., & Suanda, J. (2025). Factors Influence on Malaysian Generation Z’ Purchase Intention: Price Consciousness as a Moderating Variable. Journal of Posthumanism, 5(6), 3354–3379. https://doi.org/10.63332/joph.v5i6.2455