Citation

Ojo, Adedapo Oluwaseyi and Thurasamy, Ramayah and Nya, Christine Ling Tan (2019) Determinants of green product buying decision among young consumers in Malaysia. Young Consumers, 20 (2). ISSN 1747-3616

Text 223.pdf - Published Version Restricted to Repository staff only Download (187kB)

Abstract

Purpose This study aims to investigate the factors, which may potentially influence green product buying decision among young consumers in Malaysia. Design/methodology/approach A perceived lack of intention to buy green products observed among the Malaysian Generation Young consumers has sparked the interest to carry out this study. With the aid of structured questionnaires, data were collected from a total of 217 respondents, between 18 and 25 years of age. Findings The results of data analysis indicated that environmental consciousness, eco-label, price and advertising were significant predictors of green product buying behaviour. Contrary to the hypothesis, attitude was not a significant predictor of green buying behaviour among young consumers. The implications of these findings and directions for future research are outlined at the end of this paper. Originality/value This study offers empirical insights from the perspective of an emerging economy on the determinants of green products buying behaviour among young consumers.

Item Type:	Article
Uncontrolled Keywords:	Young consumers, Green marketing, Malaysia, Pro-environmental behaviour, Green product, Buying decision
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28-70 Management. Industrial Management > HD30.23 Decision making
Divisions:	Faculty of Management (FOM)
Depositing User:	Ms Suzilawati Abu Samah
Date Deposited:	25 Feb 2022 01:13
Last Modified:	25 Feb 2022 01:13
URII:	http://shdl.mmu.edu.my/id/eprint/9199

Downloads

Edit (login required)