Discovering the Malaysian Consumers’ Intention towards Green Purchase

Abstract

The accelerated revolution of technology advancement and its application contributed towards changes in the environment and climate crisis. The healthy environment should be kept in the right mindset by the society in order to cater with the environmental issues. The climate changes, increased in air pollution, extreme whether condition and as well the higher number in the loss of animal and plant habitats are the signal of environmental degradation.  Due to the increment of environmental awareness among Asian country, they had become the main target by international marketers to sells and promote on green products. Hence, the integration of Social Influence, Price, Environmental Attitude & Concern, and Environmental Knowledge were used in predicting the Green Purchase Intention among Malaysian consumer. A total of 384 set of questionnaires have been distributed to consumers in Northern Malaysia using convenience sampling technique. The findings indicate there was a significant relationship among the studied variables. The study suggests that it is vital for the marketers to install and encourage a green purchase behavior among consumer to salvage the environment.