Green Products Buying Decision among Young Male and Female Malaysian Consumers

Abstract

Consumers' growing awareness of environmental impact has influenced them to be more discerning when making purchasing decisions. The purpose of this study is to investigate the effect of environmental consciousness, environmental attitude, and green marketing tools on green product purchase decisions among young Malaysian male and female consumers. A total of 431 samples were achieved nationwide through young consumers aged between 18 to 30 years. To examine the comparison between these groups, statistical analysis using SPSS 26 was used. The independent t-test revealed a statistically significant difference between males and females. Additionally, the findings indicated that female consumers were more optimistic than male consumers when it came to making green product purchasing decisions. These findings may be useful to Malaysian policymakers in making decisions about green product purchases by young consumers, as well as to marketers in tailoring their marketing campaigns to young target consumers through strategic environmental promotional and marketing programmes.