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Green Purchase Behaviour among Students in Higher Learning Institutions

Author

Listed:
  • Anushia Chelvarayan

    (Multimedia University, Jalan Ayer Keroh Lama, 75450, Melaka, Malaysia Author-2-Name: S. Thayalan Sandrasegaran Author-2-Workplace-Name: Multimedia University, Jalan Ayer Keroh Lama, 75450, Melaka, Malaysia Author-3-Name: Yeo Sook Fern Author-3-Workplace-Name: Multimedia University, Jalan Ayer Keroh Lama, 75450, Melaka, Malaysia Author-4-Name: Author-4-Workplace-Name: Author-5-Name: Author-5-Workplace-Name: Author-6-Name: Author-6-Workplace-Name: Author-7-Name: Author-7-Workplace-Name: Author-8-Name: Author-8-Workplace-Name:)

Abstract

"Objective - In recent years, rapid economic growth coupled with overconsumption of products and services contributed to environmental degradation, prompting escalated consumption related environmental concerns. As such, this study aims to explore the factors influencing green purchase behaviour among students in higher learning institutions in Malaysia – a setting where the market is experiencing expansion and changes in consumption patterns. Methodology/Technique - Specifically, this study employs the Theory of Planned Behaviour by integrating relevant variables such as environmental attitude, subjective norm, perceived behavioural control, environmental knowledge and willingness to pay a premium into the model to investigate their effects on green purchase behaviour. This study specifically looks into the green purchasing behaviour among University students in Malaysia. Finding - The research used multiple linear regression analysis to evaluate the online questionnaire gathered from various university students in Malaysia. Overall, the findings indicate that subjective norm and perceived behavioural control have significant relationships with green purchase behaviour, while environmental attitude, willingness to pay a premium and environmental knowledge have insignificant relationships with green purchase behaviour. Novelty - This study concludes with implications for marketers, as well as limitations and suggestions for future research in green consumption. Type of Paper - Empirical"

Suggested Citation

  • Anushia Chelvarayan, "undated". "Green Purchase Behaviour among Students in Higher Learning Institutions," GATR Journals gjbssr602, Global Academy of Training and Research (GATR) Enterprise.
    • Handle: RePEc:gtr:gatrjs:gjbssr602
    DOI: https://doi.org/10.35609/gjbssr.2021.9.4(1)
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    More about this item

    Keywords

    Green Purchase Behaviour; Green Marketing; Green Products and Services; Students;
    All these keywords.

    JEL classification:

    • D23 - Microeconomics - - Production and Organizations - - - Organizational Behavior; Transaction Costs; Property Rights
    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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