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.
Contribution/ Originality
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.
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