...Zhen Yee Tan; Jeffrey S.S. Cheah Purpose The study aims to enhance the understanding of consumer purchase intention towards social enterprise (SE) products, particularly in emerging markets. Design/methodology/approach The research employs a quantitative approach, utilizing structural equation...

.... Findings Structural equation modelling shows that among the three predictor variables, only attitude has a direct impact on consumer’s purchase intention, while subjective norms have an indirect impact through the mediating variable (emotional value). Behavioural control showed no effect on consumer’s...