Title: Modelling consumers' environmental responsibility and understanding of eco-labels: a conceptual framework for empirical research in Malaysia

Authors: Khan Md. Raziuddin Taufique; Chamhuri Bin Siwar; Basri Bin Abdul Talib; Norshamliza Chamhuri

Addresses: Institute for Environment and Development (LESTARI), Universiti Kebangsaan Malaysia (National University of Malaysia), 43600, Bangi, Selangor DE, Malaysia ' Institute for Environment and Development (LESTARI), Universiti Kebangsaan Malaysia (National University of Malaysia), 43600, Bangi, Selangor DE, Malaysia ' School of Economics, Faculty of Economics & Management, Universiti Kebangsaan Malaysia (National University of Malaysia), 43600, Bangi, Selangor, Malaysia ' School of Economics, Faculty of Economics & Management, Universiti Kebangsaan Malaysia (National University of Malaysia), 43600, Bangi, Selangor, Malaysia

Abstract: This paper aims to develop and propose an all-inclusive framework for assessing consumers' environmental responsibility and understanding of eco-labels. One of the preparatory issues regarding green marketing is to understand consumers' environmental concerns and to take action accordingly. Another operational vehicle for green marketing is the use of eco-labels. Although some studies 'criticised' these two vital issues, no study has so far been found to be comprehensive theoretically and methodologically and sound in content. Yet the government of Malaysia and other organisations are undertaking various initiatives in order to 'green' the economy. The number of eco-labels is also increasing. Apparently uncovering consumers' environmental concerns and their understanding and perception of eco-labels are called for. The proposed framework incorporates six constructs for measuring consumers' environmental responsibility and ten constructs for assessing consumers' understanding of eco-labels. This study is exploratory in nature in that it relies solely on surveying available published literature.

Keywords: green marketing; green economy; environmental responsibility; eco-labelling; consumer perceptions; factors; constructs; conceptual framework; exploratory; Malaysia; eco-labels; modelling; consumer environmental concerns; greening.

DOI: 10.1504/IJGE.2014.067722

International Journal of Green Economics, 2014 Vol.8 No.3/4, pp.199 - 225

Published online: 09 May 2015 *

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