Authors: Amiruddin Ahamat; Syed Zamberi Ahmad; Rohaini Binti K. Mohd
Addresses: Faculty of Technology Management and Technopreneurship, Universiti Teknikal Malaysia Melaka (UTeM), Hang Tuah Jaya, 76100 Durian Tunggal, Melaka, Malaysia ' Management Department, College of Business Administration, Abu Dhabi University P.O. Box 59911, Abu Dhabi, United Arab Emirates ' Business Management Faculty, University College of Agroscience Malaysia, Malaysia
Abstract: Although global environmental issues have been an important research topic for several decades, very little research has focused on consumer demand for environmentally friendly products in developing countries. Compared to consumers within developed economies, Asian consumers have far less awareness of environmental sustainability. Therefore, the objective of this country specific research is to examine the factors that influence the purchasing behaviour of Malaysian consumers with respect to green products. The conceptual framework and the development of hypotheses are grounded in related literature. This paper has examined four independent variables related to consumer behaviour: price sensitivity, green advertising, environmental awareness and the faith placed in green products. A survey questionnaire was directly administered to 200 consumers visiting various hypermarkets and supermarkets in a southern state of the country. The findings revealed that all four factors have a positive effect on the green purchasing behaviour of consumers. Theoretical and managerial implications, limitations, and opportunities for future research were discussed.
Keywords: green product; green consumer; purchase behaviour; attitudes; developing country; Malaysia.
International Journal of Manufacturing Technology and Management, 2018 Vol.32 No.3, pp.237 - 254
Received: 08 Dec 2016
Accepted: 22 May 2017
Published online: 30 Apr 2018 *