IDEAS home Printed from https://ideas.repec.org/a/sae/millen/v14y2023i4p582-604.html
   My bibliography  Save this article

The Influence of Green Behaviour Using Theory of Planned Behaviour Approach: Evidence from Malaysia

Author

Listed:
  • Osarodion Ogiemwonyi
  • Amran Harun
  • Mohammad Imtiaz Hossain
  • Asif Mahbub Karim

Abstract

The study focuses on the influence of green behaviour based on the theory of planned behaviour (TPB). A conceptual model has been developed from TPB with additional factors linking green behaviour. A quantitative research method has been adopted. The data is gathered from a survey which has been administered by distributing questionnaires to 280 green consumers in Kuala-Lumpur, Malaysia. The data has been processed vis-Ã -vis the assessment of measurement and structural model using SmartPLSver3.0. The study contributable examines the role of predictive factors and how it influences green behaviour. Perceived behavioural control (PBC) and attitude dimensions are included as suggested by TPB. The results show that attitude and green culture positively influence green behaviour in TPB; whereas, PBC and awareness show no influence. The study shows the path to translate green culture and attitude to validate the TPB model. While the findings on green culture conform earlier studies, and indicate for a mixed collectivist society like Malaysia; where people showcase their belief while embracing green behaviour. The study further provides an insight to policymakers on how to increase awareness and improve progressive pedagogy on green behaviour.

Suggested Citation

  • Osarodion Ogiemwonyi & Amran Harun & Mohammad Imtiaz Hossain & Asif Mahbub Karim, 2023. "The Influence of Green Behaviour Using Theory of Planned Behaviour Approach: Evidence from Malaysia," Millennial Asia, , vol. 14(4), pages 582-604, December.
    • Handle: RePEc:sae:millen:v:14:y:2023:i:4:p:582-604
    DOI: 10.1177/09763996221080508
    as

    Download full text from publisher

    File URL: https://journals.sagepub.com/doi/10.1177/09763996221080508
    Download Restriction: no
    File URL: https://libkey.io/10.1177/09763996221080508?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. McCarty, John A. & Shrum, L. J., 1994. "The recycling of solid wastes: Personal values, value orientations, and attitudes about recycling as antecedents of recycling behavior," Journal of Business Research, Elsevier, vol. 30(1), pages 53-62, May.
    2. Lynne, Gary D. & Franklin Casey, C. & Hodges, Alan & Rahmani, Mohammed, 1995. "Conservation technology adoption decisions and the theory of planned behavior," Journal of Economic Psychology, Elsevier, vol. 16(4), pages 581-598, December.
    3. Hair, Joe F. & Howard, Matt C. & Nitzl, Christian, 2020. "Assessing measurement model quality in PLS-SEM using confirmatory composite analysis," Journal of Business Research, Elsevier, vol. 109(C), pages 101-110.
    4. Huang, Huiping, 2016. "Media use, environmental beliefs, self-efficacy, and pro-environmental behavior," Journal of Business Research, Elsevier, vol. 69(6), pages 2206-2212.
    5. Lee Cronbach, 1951. "Coefficient alpha and the internal structure of tests," Psychometrika, Springer;The Psychometric Society, vol. 16(3), pages 297-334, September.
    6. Wilson Kong & Amran Harun & Rini Suryati Sulong & Jaratin Lily, 2014. "The Influence of Consumers Perception of Green Products on Green Purchase Intention," International Journal of Asian Social Science, Asian Economic and Social Society, vol. 4(8), pages 924-939.
    7. Wilson Kong & Amran Harun & Rini Suryati Sulong & Jaratin Lily, 2014. "The Influence of Consumers Perception of Green Products on Green Purchase Intention," International Journal of Asian Social Science, Asian Economic and Social Society, vol. 4(8), pages 924-939, August.
    8. Mohd Nazri Mohd Noor & Md Shukor Masuod & Al-Mansor Abu Said & Izzat Fakhruddin Kamaruzaman & Mohd Ariff Mustafa, 2016. "Understanding Consumers and Green Product Purchase Decision in Malaysia: A Structural Equation Modeling - Partial Least Square (SEM-PLS) Approach," Asian Social Science, Canadian Center of Science and Education, vol. 12(9), pages 1-51, September.
    9. Chih-Cheng Chen & Chien-Wen Chen & Yi-Chun Tung, 2018. "Exploring the Consumer Behavior of Intention to Purchase Green Products in Belt and Road Countries: An Empirical Analysis," Sustainability, MDPI, vol. 10(3), pages 1-18, March.
    10. Krishna Moorthy & Nik Mohamad Zaki Nik Salleh & Ang Xin Jie & Chan Shu Yi & Lau Shin Wei & Loo Yian Bing & Yee Zhao Ying, 2021. "Use of Social Media in Planning Domestic Holidays: A Study on Malaysian Millennials," Millennial Asia, , vol. 12(1), pages 35-56, April.
    11. Camilla Barbarossa & Patrick Pelsmacker, 2016. "Positive and Negative Antecedents of Purchasing Eco-friendly Products: A Comparison Between Green and Non-green Consumers," Journal of Business Ethics, Springer, vol. 134(2), pages 229-247, March.
    12. Sreen, Naman & Purbey, Shankar & Sadarangani, Pradip, 2018. "Impact of culture, behavior and gender on green purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 177-189.
    13. Ertz, Myriam & Karakas, Fahri & Sarigöllü, Emine, 2016. "Exploring pro-environmental behaviors of consumers: An analysis of contextual factors, attitude, and behaviors," Journal of Business Research, Elsevier, vol. 69(10), pages 3971-3980.
    14. Sarstedt, Marko & Hair, Joseph F. & Ringle, Christian M. & Thiele, Kai O. & Gudergan, Siegfried P., 2016. "Estimation issues with PLS and CBSEM: Where the bias lies!," Journal of Business Research, Elsevier, vol. 69(10), pages 3998-4010.
    15. You Kyung Lee, 2017. "A Comparative Study of Green Purchase Intention between Korean and Chinese Consumers: The Moderating Role of Collectivism," Sustainability, MDPI, vol. 9(10), pages 1-17, October.
    16. Paul, Justin & Modi, Ashwin & Patel, Jayesh, 2016. "Predicting green product consumption using theory of planned behavior and reasoned action," Journal of Retailing and Consumer Services, Elsevier, vol. 29(C), pages 123-134.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Nekmahmud, Md. & Naz, Farheen & Ramkissoon, Haywantee & Fekete-Farkas, Maria, 2022. "Transforming consumers' intention to purchase green products: Role of social media," Technological Forecasting and Social Change, Elsevier, vol. 185(C).
    2. Duong Cong Doanh & Katarzyna Gadomska-Lila & Le Thi Loan, 2021. "Antecedents of green purchase intention: a cross-cultural empirical evidence from Vietnam and Poland," Oeconomia Copernicana, Institute of Economic Research, vol. 12(4), pages 935-971, December.
    3. Zaremohzzabieh, Zeinab & Ismail, Normala & Ahrari, Seyedali & Abu Samah, Asnarulkhadi, 2021. "The effects of consumer attitude on green purchase intention: A meta-analytic path analysis," Journal of Business Research, Elsevier, vol. 132(C), pages 732-743.
    4. Patel, Jayesh D. & Trivedi, Rohit H. & Yagnik, Arpan, 2020. "Self-identity and internal environmental locus of control: Comparing their influences on green purchase intentions in high-context versus low-context cultures," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    5. Peter Ansu-Mensah, 2021. "Green product awareness effect on green purchase intentions of university students’: an emerging market’s perspective," Future Business Journal, Springer, vol. 7(1), pages 1-13, December.
    6. Nabil Hasan Al-Kumaim & Muhammad Salman Shabbir & Salman Alfarisi & Siti Hasnah Hassan & Abdulsalam K. Alhazmi & Sanil S. Hishan & Samer Al-Shami & Nadhmi A. Gazem & Fathey Mohammed & Hussein Mohammed, 2021. "Fostering a Clean and Sustainable Environment through Green Product Purchasing Behavior: Insights from Malaysian Consumers’ Perspective," Sustainability, MDPI, vol. 13(22), pages 1-17, November.
    7. Mohd Yusoff Yusliza & Amirudin Amirudin & Raden Aswin Rahadi & Nik Afzan Nik Sarah Athirah & Thurasamy Ramayah & Zikri Muhammad & Francesca Dal Mas & Maurizio Massaro & Jumadil Saputra & Safiek Mokhli, 2020. "An Investigation of Pro-Environmental Behaviour and Sustainable Development in Malaysia," Sustainability, MDPI, vol. 12(17), pages 1-21, August.
    8. Mohammad Nurul Alam & Osarodion Ogiemwonyi & Ibrahim. E. Hago & Noor Azlinna Azizan & Fariza Hashim & Md Sazzad Hossain, 2023. "Understanding Consumer Environmental Ethics and the Willingness to Use Green Products," SAGE Open, , vol. 13(1), pages 21582440221, January.
    9. Eva M. Murgado-Armenteros & María Gutierrez-Salcedo & Francisco José Torres-Ruiz, 2020. "The Concern about Biodiversity as a Criterion for the Classification of the Sustainable Consumer: A Cross-Cultural Approach," Sustainability, MDPI, vol. 12(8), pages 1-14, April.
    10. Nguyen, The Ninh & Lobo, Antonio & Greenland, Steven, 2016. "Pro-environmental purchase behaviour: The role of consumers' biospheric values," Journal of Retailing and Consumer Services, Elsevier, vol. 33(C), pages 98-108.
    11. Naman Sreen & Swetarupa Chatterjee & Seema Bhardwaj & Asmita Chitnis, 2023. "Reasons and intuitions: extending behavioural reasoning theory to determine green purchase behavior," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(2), pages 447-475, June.
    12. Xiaocheng Vicky Zhang & Suk Ha Grace Chan, 2021. "Do Knowledge and Experience Value Affect Green Tourism Activity Participation and Buying Decision? A Case Study of Natural Dyeing Experience in China," Sustainability, MDPI, vol. 13(15), pages 1-18, July.
    13. Catarina Roseira & Sandrina Teixeira & Belem Barbosa & Rita Macedo, 2022. "How Collectivism Affects Organic Food Purchase Intention and Behavior: A Study with Norwegian and Portuguese Young Consumers," Sustainability, MDPI, vol. 14(12), pages 1-19, June.
    14. Yueling Xu & Wenyu Zhang & Haijun Bao & Shuai Zhang & Ying Xiang, 2019. "A SEM–Neural Network Approach to Predict Customers’ Intention to Purchase Battery Electric Vehicles in China’s Zhejiang Province," Sustainability, MDPI, vol. 11(11), pages 1-19, June.
    15. Guang-Wen Zheng & Abu Bakkar Siddik & Mohammad Masukujjaman & Syed Shah Alam & Alvina Akter, 2020. "Perceived Environmental Responsibilities and Green Buying Behavior: The Mediating Effect of Attitude," Sustainability, MDPI, vol. 13(1), pages 1-27, December.
    16. Francesco Testa & Gaia Pretner & Roberta Iovino & Guia Bianchi & Sara Tessitore & Fabio Iraldo, 2021. "Drivers to green consumption: a systematic review," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 23(4), pages 4826-4880, April.
    17. Ana Rita Farias & Seray Coruk & Cláudia Simão, 2021. "The Effects of Temporal Discounting on Perceived Seriousness of Environmental Behavior: Exploring the Moderator Role of Consumer Attitudes Regarding Green Purchasing," Sustainability, MDPI, vol. 13(13), pages 1-8, June.
    18. Moeun Saut & Tithdane Saing, 2021. "Factors affecting consumer purchase intention towards environmentally friendly products: a case of generation Z studying at universities in Phnom Penh," SN Business & Economics, Springer, vol. 1(6), pages 1-20, June.
    19. Ihsan Ullah Jan & Seonggoo Ji & Chankoo Yeo, 2019. "Values and Green Product Purchase Behavior: The Moderating Effects of the Role of Government and Media Exposure," Sustainability, MDPI, vol. 11(23), pages 1-16, November.
    20. Van Tonder, E. & Fullerton, S. & De Beer, L.T. & Saunders, S.G., 2023. "Social and personal factors influencing green customer citizenship behaviours: The role of subjective norm, internal values and attitudes," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sae:millen:v:14:y:2023:i:4:p:582-604. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: SAGE Publications (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.