An empirical investigation on Malaysians' green purchasing behaviour

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.