INFLUENCE OF SUBJECTIVE NORMS ON SHAPING CONSUMER PURCHASE INTENTIONS: A STRUCTURED REVIEW

Lim Ai Ling; Cynthia Phang; Nurul IIma Salleh

doi:10.51200/mjbe.v11i2.5782

Authors

Lim Ai Ling
Cynthia Phang
Nurul IIma Salleh

DOI:

https://doi.org/10.51200/mjbe.v11i2.5782

Keywords:

Subjective norms, purchase intentions, social influence, consumer behavior, PRISMA framework.

Abstract

The study explores the influence of subjective norms on shaping consumer purchase intentions, focusing on how social influence impacts decision-making across diverse contexts. Subjective norms, derived from the perceived social pressure to engage in or refrain from a particular behavior, are critical in understanding consumer behavior. Despite the extensive research on factors influencing purchase intentions, the role of subjective norms has remained relatively underexplored. This systematic literature review addresses this gap by analysing empirical findings from recent studies, applying a structured methodology guided by the PRISMA framework. The data is collected from reputable databases, ensuring a comprehensive selection of relevant literature. To achieve this, we extensively searched scholarly articles from reputable databases such as Scopus and Science Direct, focusing on studies published between 2022 and 2024. The flow of study based on PRISMA framework. The database found (n=34) final primary data was analysed. The finding was divided into three themes which is (1) Consumer Behaviour and Purchase Intentions, (2) Environmental and Ethical Consumption and (3) Social Influence and Technological Factors Based. The review uncovers consistent evidence that subjective norms, when combined with factors such as attitudes, perceived behavioural control, and social media influence, strongly shape purchase behaviour. Moreover, the moderating role of social groups, and technological adoption is highlighted, demonstrating the complexity of the decision-making process. This review underscores the necessity for marketers and policymakers to consider subjective norms as a pivotal factor in predicting and influencing consumer behaviour, with implications for developing more targeted and effective marketing strategies.

Author Biographies

Lim Ai Ling

Faculty of Business, Designs and Art,
Swinburne University of Technology Sarawak Campus.

Cynthia Phang

Faculty of Business, Designs and Art,
Swinburne University of Technology Sarawak Campus.

Nurul IIma Salleh

Faculty of Business, Designs and Art,
Swinburne University of Technology Sarawak Campus.

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