Title: Environmental awareness, environmental concerns and perceived consumer effectiveness on green purchasing behaviour among Malaysian private university students

Authors: Mahiswaran Selvanathan; Ganthan Narayana Samy; Precious Indira Jumbe; Noor Ain Zeni

Addresses: Perdana Centre, Razak Faculty of Technology and Informatics, Universiti Teknologi Malaysia, Kuala Lumpur, Malaysia ' Advanced Informatics Department, Razak Faculty of Technology and Informatics, Universiti Teknologi Malaysia, Kuala Lumpur, Malaysia ' Asia Pacific University of Technology and Innovation (APU), Bukit Jalil, Kuala Lumpur, Malaysia ' SEGi University, No 9, Jalan Teknologi, Taman Sains Selangor, Kota Damansara PJU 5, 47810 Petaling Jaya, Selangor Darul Ehsan, Malaysia; Perdana Centre, Razak Faculty of Technology and Informatics, Universiti Teknologi Malaysia, Kuala Lumpur, Malaysia

Abstract: The aim of this study was to identify the factors that play a significant role in influencing the green purchasing behaviour of consumers in Malaysia. The study analysed three factors, namely environmental awareness, environmental concern, and perceived consumer effectiveness, which the researcher believed to have an impact on consumers' green purchasing behaviour in Malaysia. The study found that two out of the three hypotheses had a significant relationship. The results and their explanations are provided in the study. It is worth noting that previous research has also shown inconsistent findings regarding the relationship between these variables. The study concluded that environmental awareness and perceived consumer effectiveness are the two factors that influence green purchasing behaviour among consumers in Malaysia. These findings have implications for corporate organisations and the government, as they can contribute to efforts aimed at increasing consumers' green purchasing behaviour in Malaysia, aligning with the global concern for environmental preservation.

Keywords: green purchasing behaviour; consumers; environmental awareness; EA; environmental concern; EC; consumer effectiveness.

DOI: 10.1504/IJBPM.2025.144683

International Journal of Business Performance Management, 2025 Vol.26 No.2, pp.173 - 189

Accepted: 23 Aug 2023
Published online: 27 Feb 2025 *

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