The world is facing with the environmental degradation. Mainly human behaviour is the responsible of this matter. Malaysian government as a part of the world tries to protect the environment. Along with this way, government aims to encourage the public to change their behaviour towards the environment. Therefore, government has been promoted green products for the desired consumers. This study as a primary one aims to discover the awareness of Malaysian people about the green products in the market. In addition, it is aimed to measure the likelihood of intention of consumers to purchase green products. Chi-square analysis and binary logistic regression were applied.
This study contributes in the existing literature on green consumerism and the influential factors on this behaviour which uses new estimation methodology applying the Theory of Planned Behaviour (TPB). Moreover, the study is one of very few studies which have investigated in Malaysia in terms of measuring the intention of Malaysian consumers to purchase green products. The paper contributes the first logical analysis by employment of chi-square analysis and the logistic regression. Additionally, the paper documents for both local and international green product market to clear the potential green product consumers.
Ajzen, I., 2002. Perceived behavioural control, self-efficacy, locus of control, and the theory of planned behavior. Journal of Applied Social Psychology, 32(4): 665-683.
Bryunina, D. and S. Khodadad Safaei, 2011. The influence of eco-labelled products on consumer buying behavior: By focusing on eco-labeled bread. Doctoral Dissertation. Mälardalen University.
Cheah, I. and I. Phau, 2011. Attitude towards environmentally friendly products, the influence of ecoliteracy, interpersonal influence and value orientation. Journal of Marketing Intelligence & Planning, 20(5): 452-472.
DOE (Department of Environment), 2010. Malaysia environmental quality report. Department of Environment: 80.
Han, H., L. Hsu and J.S. Lee, 2009. Empirical investigation of the roles of attitudes toward green behaviors, overall image, gender, and age in hotel customers’ eco-friendly decision-making process. International Journal of Hospitality Management, 28(2): 519-528.
Olivová, K., 2011. Intention to buy organic food among consumers in the Czech republic. Master Thesis, University of Agder.
Rezai, G., Z. Mohamed, M.N. Shamsudin and P.K. Teng, 2011. Demographic and attitudinal variables associated with consumers’ intention to purchase green produced foods in Malaysia. International Journal of Innovation Management and Technology, 2(5): 401-406.
Robinson, R., C. Smith and R. MPH, 2002. Psychosocial and demographic variables associated with consumer intention to purchase sustainably produced foods as defined by the Midwest food alliance. Journal of Nutrition Education and Behaviour, 34: 316-325.
Soonthonsmai, V., 2007. Environmental and green marketing as global competitive edge: Concept, synthesis, and implication/ EABR (Business) and ETLC (Teaching). Conference Proceeding, Venice, Italy.
Williams, P.R. and J.K. Hammit, 2001. Perceived risks of conventional and organic produce: Pesticides, pathogens and natural toxins. Risk Analysis, 21(2): 319–330.