Perceived Values and Personal Values: Which One Explains the Consumer’s Repurchase Intention of Eco-Friendly Home Appliances Product?

Focus of the study is to look into two main factors namely perceived value and personal values on consumers' repurchase intention on eco-friendly home appliances. Perceived values was represented by functional value, social value, financial value, whilst personal values were looking into the consumer' perceived environmental consciousness and health consciousness. The data was collected among the users of green home appliances such as air-conditioning, refrigerators and lighting of the brands available in Malaysia. In total 193 respondents' answers were used for further analysis. Data collected was analyse using PLS-SEM 3.0. The result indicated that only functional value, environmental consciousness, and health consciousness were the only constructs that directly influenced the consumer decision to re-purchase the green home appliances with (ß=0.533, p=0.00) (ß=0.325, p=0.00) and (ß=0.143, p<0.05) respectively. It is suggested that the idea of stressing and developing the awareness in taking care of the environment should be instilled from a young age and should start at home. Every household should carry out the activities of recycling and reusing items, as it plays a big role in reducing unwanted wastage that is harmful to the environment. Thus, effective advertising that uses emotional appeal should be implemented in local TV commercials and printed ads to raise the interest towards green home appliances.