“…On the other hand, eco-literacy, due to consumers' lack of environmental knowledge, could cause an attitude-behavioral gap, resulting in inadequate intention towards purchasing green products [1]. Furthermore, in terms of subjective norms, as a combination of normative beliefs and personal norms, it is presumed that in a collectivist society, such as Malaysia (being an Asian country), certain individual traits, such as personal moral norms, values, or obligation (significant aspects in the individualistic western nations), do not contribute much to influencing intention and adoption of green products [14,29]. As such, this study embedded eco-literacy and environmental concern in the original TPB model as antecedents of consumers' attitudes towards environmentally friendly products, along with normative beliefs (as an independent variable) and perceived behavioral control, in order to determine willingness to pay (intention) and payment behavior for green products from the stance of low-income household heads in Malaysia.…”